The Atlanta Hawks think of themselves as an entertainment company, as much as a sports team. As a key part of the overall entertainment experience, the game opens need to hype up the crowd while conveying the Atlanta Hawks story and brand. As a court projection, they need to take full advantage of the arena context. We created two opens for the 2017/18 Hawks, Center Court and Live From Downtown.
In Center Court, we visualized the energy of the team emanating from the court, infusing downtown Atlanta and becoming a focal point for the players. Act one begins with the energy dancing around the court until the court breaks open. Act two reveals a hawk’s eye view of a dive into downtown Atlanta. Once downtown, we move through an energy infused, abstracted vision of a dance party, starring Harry the Hawk and the Cheerleaders. In act three, the energy is concentrated into a basketball locked in center court. The pulsing energy illuminates the players as they fly in and out of the frame. A custom track by Dynamite Laser Beam roots the piece in the Atlanta hip hop sound and builds to a finale where the ball is slammed into center court causing the logo and tagline to to explode onto the court.
EP: Rebecca Olson
Senior Producer: Julie Morrandez
Executive Creative Director: Ryan Bramwell
Creative Director: Aaron McDannell
Editor/Colorist: Herman Nieuwoudt
Art Direction/Design: Harrison Vincent, Brian Long, Salem Jones
2D/3D Animation: Harrison Vincent, Brian Long, Hollee Winans
Audio: Dynamite Laser Beam