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03/06/2010

Nike 'Writes The Future' With Pro Tools

A well-known UK post facility, Grand Central Studios, has installed a new Pro Tools/ICON system supplied by Scrub, the Soho-based division of HHB Communications.
Among the first jobs to be undertaken on the new system is Nike's extraordinary Write The Future campaign.
Six months in production and aired simultaneously in 32 countries on the weekend of the Champions League final, the three-minute spot might well be the largest commercial production ever.
The ad was created by Wieden + Kennedy Amsterdam and directed by Alejandro González Iñárritu (Babel, 21 Grams).
With a supporting cast that includes Homer Simpson, it takes a humorous view of how the lives of superstar footballers including Wayne Rooney and Cristiano Ronaldo can be affected by their performances over just a few seconds on the field of play.
Sound design, music editing and mixing for TV and cinema worldwide was handled by Raja Sehgal at Grand Central Studios, ably assisted by Miles Kempton and Phaze UK. Expressing great pride in the achievements of the team and evidently delighted to contribute to such a high-profile campaign, Grand Central Technical Director Ivor Taylor describes the project as a technical tour de force, throughout which the award-winning facility relied heavily on its equipment supplier Scrub.
Raja Sehgal said: "The tracklay involved over 250 tracks laid over two HD3 systems - that was then mixed down to a single HD4.
"From there using Star Command we were mixing on the main mix stage linked with HD4 Pro Tools and our ICON HD4 - all at the same time to generate the Cinema, Television, Internet and Viral mixes for all territories."
He noted that the scale of the project almost eclipsed that of a major feature film and was considerably more intense.
"We simply couldn't have done it without the Pro Tools/ICON system already supplied by Scrub, and the additional Pro Tools equipment they were able to supply at very short notice.
"What's more, they were always happy to provide solutions to the many technical issues inevitably thrown up by a job of this complexity," continued Raja.
Speaking on behalf of Scrub, Product Specialist John Johnson said:
"We were pleased to provide technical support throughout the project - there were a few late nights, but the quality of the finished commercial makes it all worthwhile."
(BMcC/GK)
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