Giantstep creates new promo for NBC’s American Song Contest
The spot features hosts of the new show, Snoop Dogg and Kelly Clarkson.
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Creative technology company Giantstep recently partnered with NBC to create an exciting CG-driven promo for American Song Contest, the U.S adaptation of the Eurovision Song Contest, premiering live on March 21st.
Led by Executive Creative Director Heebok Lee, Giantstep handled all 3D animation and design, including the look and development and art direction based on style references form the show provided by NBC. The team also provided on-set VFX supervision for the promo shoot in Los Angeles, as well as 56 customised motion graphics sequences for the states and territories represented in the show.
Credits
View on- Agency NBC Universal/New York
- Production Company Moving Parts
- Director Steven Wagner
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Credits
View on- Agency NBC Universal/New York
- Production Company Moving Parts
- Director Steven Wagner
- DP Anghel Decca
- Executive Producer Matt Van Buren
- VFX/Animation Company Giantsteps VFX
- Creative Director Heebok Lee
- Managing Director David Kleinman
- Talent Calvin (Snoop Dogg) Broadus Jr
- Talent Kelly Clarkson
- Production Designer Evan Rohde
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency NBC Universal/New York
- Production Company Moving Parts
- Director Steven Wagner
- DP Anghel Decca
- Executive Producer Matt Van Buren
- VFX/Animation Company Giantsteps VFX
- Creative Director Heebok Lee
- Managing Director David Kleinman
- Talent Calvin (Snoop Dogg) Broadus Jr
- Talent Kelly Clarkson
- Production Designer Evan Rohde
According to Lee, the main challenge was adding live performances to the CG stages: “Each stage resembles a US state and rises at a different speed,” explains Lee. “Since we couldn’t shoot actual moving stages for the scale that we wanted, we had to reverse-engineer each shot.”
In the pre-vis stage, Giantstep carefully animated the motion of the stages and did tests to ensure seamless integration of all the elements together. Once they achieved the outcome they wanted, they were able to shoot the actual elements.
The live-action team used a motion-controlled camera to mimic the movements they wanted and, from there, assembled the plate elements to achieve the rising stage effect with real performers.
