Guerilla FX Shoots, Posts and Creates Effects for Nike Sanya Spot

published Jun 20, 2007
Guerilla FX Shoots Posts and Creates Effects for Nike Sanya Spot
Director Thor Raxlen and Guerilla FX, an independent design, effects and post finishing company, recently shot, edited and created effects for the :30 spot, "Sanya," in which Olympic Gold Medallist Sanya Richards demonstrates her exquisitely "beautiful" form as she bursts, in slow motion, off of the running blocks.

The Nike spot, developed through Wieden & Kennedy (Portland, OR), began airing nationally on June 10.

"We wanted to find a way to capture, to reveal, Sanya's remarkable form.

Shooting in super slow motion with a Phantom high-speed digital camera that shoots in high definition at 1000 frames per second, every flaw gets magnified.

But an athlete of her caliber is flawless, and that's what makes her so fast.

We lit the shot to put a little extra high contrast on her skin so that we would be able to see her muscles ripple as she explodes off the blocks.

Watching her is like watching a ballet," explained Guerilla FX Director/Creative Director Thor Raxlen.

Wieden & Kennedy (Portland, OR) Sr. Producer Marcelino J. Alvarez added, "Thor brought out a level of detail and beauty in Sanya's form that's usually overlooked by the casual observer.

When Sanya's start from the blocks is broken down to 1000 frames per second, you are mesmerized by her athleticism and the sheer power of her start."