All Eyes Are on U.S. in FOX Sports' 2019 World Cup Campaign

Santa Monica creative studio JAMM has collaborated with Wieden+Kennedy New York for the rousing FOX Sports campaign “All Eyes on US.” Directed by Joseph Kahn of Supply & Demand, the four spots celebrate one of the greatest franchises in sports history: the U.S. Women’s Soccer Team, as they gear up for the 2019 FIFA Women’s World Cup in June.

From recreating the glory of a stadium crowd to rendering a gritty dirt-on-the-lens perspective, JAMM’s high-energy visuals convey the unapologetic fierceness of the U.S. national team. In the newest 60-second spot “All Eyes on US,” the full experience of tens of thousands of screaming fans is realised via JAMM’s CG crowd work.

On set, JAMM conceptualised with Kahn to achieve the immersive effect he was looking for. Much of the on-the-ground footage was shot using wide-angle lenses, which posed a unique set of challenges by revealing the entire environment as well as the close-up action. With expert pacing, JAMM achieved the sense of the game occurring in real-time, as the tempo of the camera keeps in-step with the team moving the ball downfield.

The 30-second spot “Goliath” aims to rewrite the classic underdog story of David and Goliath. This was the first CG crowd shot by the JAMM team, who successfully filled the soccer stadium with the crackling energy of a roaring crowd. In “Goliath,” the entire U.S. Women’s Soccer Team runs towards the camera in slow motion. Captured locked off but digitally manipulated via a 3D camera to create a dolly zoom technique replicating real-life parallax, the altered perspective translates the unsettling feeling of being an opponent as the U.S. team literally runs straight into the camera.

“The Warrior” focuses on Megan Rapinoe standing on the field in the rain, with a roaring crowd behind her. Whereas CG crowd simulation is typically captured with fast-moving cameras, the stadium crowd remains locked in the background of this sequence. JAMM implemented motion work and elements like confetti to make the large group of characters appear lively without detracting from Rapinoe in the foreground. Because the live action scenes were shot in the rain, JAMM utilised water graphing to seamlessly blend the real-world footage and the CG crowd work. 

“The Finisher” centers on Alex Morgan, who earned the nickname because “she’s the last thing they’ll see before it’s too late.” The team ran down the field at a slow motion pace, while the cameraman rigged with a steady cam sprinted backwards through the goal. Then the footage was sped up by 600%, imbuing the visual with a real-time quality, as Morgan delivers a perfect strike to the back of the net.

From CG crowd simulations to actualising a wholly immersive game experience, JAMM delivers action-packed visuals that capture the ferocious determination of the U.S. Women’s Soccer Team and its stars. With three World Cup titles, four Olympic Golds, and countless domestic and international trophies under their belts, the U.S. Women’s Soccer Team is ready for the world to see what they’ll bring next.

Credits

Client: Fox Sports

Project: Women’s World Cup

FOX Sports

EVP, Head of Marketing: Robert Gottlieb

SVP, On-Air Promotions: Bill Battin

SVP, Consumer Marketing: Whit Haskel

VP, Brand Marketing: Nancy MacDonald

VP Creative: Blake Danforth

Sr. Creative Director: Steve Lewis

VP Production: Claudina Mercado

Director, On-Air Promotions: Jessica Scharer, Meghan de Andrade

Production Assistant: John Tyler Osborn

Wieden + Kennedy New York

Executive Creative Director: Karl Lieberman

Creative Directors: Gary Van Dzura and Christine Gignac

Copywriters: Matt Mulvey

Art Director: Lawrence Melilli and Meredith Marino

Head of Integrated Production: Nick Setounski

Executive Producer: Alison Hill

Producer: Dom Tunon

Account: Mike Welch, Matt Angrisani, Alex Scaros, and Liz Lindberg

Project Management: Yann Samuels, Carly Lissak

Director of Business Affairs: Patrick O’Donoghue

Business Affairs: Lindsey Timko, Andrea Sierra, Madeleine Hale

Traffic: Sonia Bisono

Production Company: Supply & Demand

Director: Joseph Kahn

Executive Producer: Tim Case and Jeff Scruton

Line Producer: Ron Mohrhoff

HoP: Nathan de la Ronda

Director of Photography: Robert Elswit

Editorial Company: Final Cut

Editor: Spencer Campbell

Post Producer: Penny Ensley

Executive Producer: Sarah Roebuck

Assistant Editor: Lucas Moesch

VFX Company: JAMM

VFX Supervisor, Lead Flame Artist: Jake Montgomery

VFX Supervisor, CG Artist: Andy Boyd

Lead Flame Artist: Brian Hajek

Nuke Compositor: Rodrigo Jiminez

CG Lead: Zak DiMaria

CG Artist: Ben Martin, Juan Salazar

Executive Producer: Asher Edwards

Producer: Ashley Greyson

Color Grade

Telecine Company: Company3

Colorist: Tom Poole

Producer: Alexandra Lubrano

Mix Company: Sound Lounge

Engineer: Rob Sayers

Producer: Lauren Mullen

Sound Design

Audio Sound Design Facility: Grand Central Sound Studio

Sound Designer: Raja Seghal, Aaron Taffel, Gary Turnbull

Audio Producer: Molly Butcher

Music

Title: The Hunt

Artist: Jonny Greenwood

Composed Music

Music House: Storefront Music