New Balance

New Balance ad campaign "Anthem" Originally produced in 2D. Legend Films, Inc. converted the commercial to 3D using the latest stereosynthesis processing.

Originally produced by The Mill for BBDO, "Anthem" is a memorable trip into the surreal. This particular spot would have been extremely difficult to shoot and composite in 3D. Using the latest proprietary production and conversion processes from the team of Legend Films and PassmoreLab, the commercial was enhanced in the 3rd dimension in less than one week.

In most cases, it is considerably cheaper and faster to produce a commercial in 2D with all live action and effects and then converting it to 3D afterward. Converting from 2D to 3D also provides more creative leverage in producing the 3D effects.

This 3D conversion is suitable for anaglyph on normal TVs and also for LCD glasses and polarizing glasses for 3D ready HDTV and RealD theatrical exhibition.

There was a great deal of red in the original commercial which detracted from red blue anaglyph depth. Consequently a specific color correction was done to enhance the anaglyph effect.

freshnessmag.com/features/arc-nb1300

On January 14th, 2009, members of A.R.C. were invited to the New Balance factory in Skowhegan, Maine (USA) to get a first hand view of the production of the A.R.C. x New Balance 1300 sneakers. Freshness was previlaged with an invited to capture the days activities.

The New Balance factory in Skowhegan is one of three located in Maine and one of six in the United States. Nearly a quarter of all New Balance shoes made in the United States at their six factories. The Skowhegan factory houses the famed New Balance Super Team 33 which is made up of made up of the best 28 workers and 5 craftsmen some of whome have been with the company for over 26 years. Super Team 33 is the team that produced each and every pair of the A.R.C. x New Balance 1300, along with a few pairs that the A.R.C. team helped with.

A ?EC foi responsável pelo desenvolvimento do projeto de participação da New Balance na feira São Paulo Running Show 2008, voltada para corrida de rua. No estande da marca na feira havia esteira para experimentação de produtos e um game interativo com tecnologia touch screen para montar o modelo Running1062.

New Balance commercial directed by J. Steele