AIR JORDAN: TAKE FLIGHT

+ Transcription + Live Action, 2d, 3d + Win Every Single Day

3.1.13 | B. PHILHOWER

TREATMENT: FORM + CONTENT

OVERVIEW
Everyone wants to be like Mike right? But what does it actually take to succeed like Michael Jordan? It takes motivation, hard work, the will to overcome, and confidence. For this piece I will be doing a transcription of my favorite motivational speech from an old forgotten movie One on One. I first heard this speech in the beginning of a song by a rapper that I listen to named Phil Ade, and I plan on using the audio directly from the song. I am making this piece using multiple medias, including live action shots, three-dimensional typography, and twodimensional photographs. I thought that instead of making this piece a random project, that I would make it a spot for Air Jordan because the brand and values of the company go hand in hand with the content in the speech. The idea behind this piece is to portray young basketball players working hard at becoming better at basketball. I am shooting live footage from basketball games at the Brooklyn basketball league, and random courts in Manhattan. From this live footage I will be masking out everything but the main player. I have to catch a large variety of good footage from people shooting baskets, to people dribbling to people resting or working out. I am leaning towards using 3d Type for this project. My original idea was to use hand drawn type as the main medium, and mask the players out so that the type would be either in front of the player or in the background, but after I created the first round of boards, I think that the second look is more detailed and interesting. I will be putting the masked players in to a world created with three-dimensional typography and an array of chopped 2-dimensional basketball courts and backgrounds. This work can move in many ways, from the side of the screen or through 3-dimensional space, of course I want it to feel as if there is a large world that the audience is traveling through. The composition will transition and cut from scene to scene and the 3-dimensional Type will mimic the important most heart-felt parts of the speech and be animated in the compositions so that it works well with the movement of the live footage. As the intensity of the speech grows, so will the intensity of the type and the backgrounds and the way it is animated. The video footage will somewhat match the tones of the speech throughout the piece. The big idea here is to portray amature basketball players who love to play the sport, working hard to get better, giving the game all that they have. I am using all different types of players from different locations because this is a message to everyone that has a dream of becoming great, that they in fact can do just that, if they work as hard as possible.

WHAT DOES IT LOOK LIKE?

This piece is a mix of live action basketball players, who are doing various moves, 3-D type, and two-dimensional photographed backgrounds. All the elements will create an interesting animated world that changes and reacts to the speech. The masked footage will have a light white stroke around it, the backgrounds are black, white, and muted yellow. The 3-D type will vary between three brighter colors to give the piece some contrast.

WHAT DOES IT MOVE LIKE?

The animation will react to the movement of the masked live footage to create an aesthetic composition. The type will animate in different areas, it could pop up from the ground, hard cut on to the screen, or fly in from space there will be a variety of different type animations. The backgrounds will flay in and out from space, mask on, and transition in and out.

WHAT DOES IT SOUND LIKE?

The piece is very reliant on the motivational speech, which has a nice vintage feel to it. I am using the version from the rap song because there is a nice chime sample that plays behind the speech. The piece will end with the Jordan Logo and a title card that says Take Flight which will appear when the beat drops in the song.

REFERENCE: STYLE

BREAKDOWN: CONCEPT

KEYWORDS

Sacrifice Body Hard Work Hope Flight Effort Space Respect

3-Dimensional Basketball Winning Motivation Movement 100% Love Integration

Perspective Color Jordan Transition Widespread Fun Interaction Leadership

THEME

Motivation

THESIS

A multi-media motivational transcription promoting the possibilities that arise from constant dedication and hard work.

STORYBOARD: A

STORYBOARD: B

STORYBOARD: DETAILED 3D TYPE STYLE

I think that the 3-D type is a cool way to go, I want to diversify my reel so I want to use three things I really havent used this year, 3-D type, pictures, and live footage. I am going to go for the look shown in the top right frame on this page, I think its different and interesting compared to the other styles I have tried.