Following our recent collaboration with Hotel Creative, we wanted to show that the process was more than just animated rendering – a lot of hard work went into the production of the visuals… Keep reading to discover what went on behind the scenes at the neon video shoot!
The idea was complex, but we had a studio full of more than capable artists who could not only deliver but exceed all expectations.
We started off with some preliminary tests of the neon’s (Hotel Creative and Footpatrol) flickering between each other, only to initially tease that the eagerly anticipated collaboration was in fruition. Amongst the many lighting rigs and apparatus, we were filming with some incredible bits of kit, one of which was The Phantom Flex4K.
The Phantom Flex4K is a full-featured digital cinema camera, capable of speeds that range from standard frame rates up to 1,000 frames-per-second (fps) at 4K and almost 2,000 fps at 2K resolution. Building upon the award-winning technology of Phantom digital cinema products, the Flex4K combines features found in the latest cinema cameras with those otherwise found only in specialty cameras. they’re as high-speed as they are high-priced; The Flex4K will go for prices ranging from $109,000 to $164,900 depending on the configuration.
When it was time to drop the final neon, we wanted to be sure all angles were covered, as we only had one shot at this. Not only 1 but 2 branded lock-ups were made so we could test thoroughly.
After the neon was dropped, some of the components had shattered and flung across the room in a truly cinematic style, whilst miraculously, others stayed intact.
The remaining neon shards from previous takes were collected, and used as visual assets in the product photography, and also the in-store display at our London store. Our aim was to destroy the neon sign, upcycle it and then use it within our retail installations in a non-traditional way…
We would like to thank everyone on set that day that made this collaborative project so fun and look equally spectacular.Thank you, Hotel Creativefor Design & Art Direction, Shape Design & Buildfor the Set Production, and Maskomi for the Edit & Post Production.
A special mention to John Ross, the photographer in question that allowed us to bring all this carnage to reality in his London Studio. John Ross has produced a profound amount of creative work, most notably for the likes of Stormzy, Manic Street Preachers and The Pet Shop Boys.
The Footpatrol x Hotel Create Communi-T is available in-store. Sizes range from S – XL, priced at £30. For further information on in-store stock availability please call 020 7287 8094.