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Framestore NY creates Snapdragon spot

Framestore NY creates Snapdragon spot
Pippa Considine
24 January 2014

The collaboration between Ogilvy & Mather LA and Framestore's New York studio for Qualcomm's Snapdragon mobile phone processor widget continues with this spot Unsung Hero, the follow-up to the Coming Soon spot.

The commercial is one of two 60-second spots shot in Vancouver featuring the product hero Snapdragon. Framestore's directing duo David Mellor and Murray Butler worked together with the Ogilvy team.

"The brief was to develop his character by showing how he helps people in everyday life. We had all sorts of scenarios but at the end of the day we wanted to stay true to what a high speed four-inch fire-breathing dragon could really do. The scenes of flying kites and cooking marshmallows have a simplicity to them which underlined the narration, while also telling a visually exciting story." said Mellor.

The Framestore team spent a month in Canada, casting for over 50 featured roles and finding 17 different locations across the three spots. "There was a huge amount of preparation given a project of this scale. We worked off our shooting boards very precisely and kept ourselves disciplined. We shot for pretty much nine days straight, sometimes travelling to three different locations in one day, using helicopters, Russian arms, cranes, you name it. Moments like shooting with kids at dusk and trying to achieve the right performance were certainly memorable," said Butler.

The directors worked with editor Jon Grover  and Jordan Valenti also returned as director of photography. Vfx supervisor is Andy Rowan-Robinson, with compositing lead Matt Pascuzzi and senior vfx producer Nick Fraser

Agency Ogilvy & Mather LA
Creative Directors James Dawson-Hollis, Bill Wright, Nathan Dills
Agency Producer Carolyn Johnson

VFX & Production Company Framestore
Directors Murray Butler and David Mellor
Producer Satoko Iinuma
VFX Supervisors James Dick and Andy Rowan-Robinson

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