In 2010 Playstation were launching their Singstar Dance game and were looking to create a 30 second TV commercial that could also function as a dance intro sequence to the in-game footage, whilst being representative and engaging for the brand. The video had to feel dynamic and enjoyable, yet at the same time we couldn’t show dance moves that weren’t inherently part of the in-game experience.
The creative called for a mixture of real dancers with model looks, in a 3D CGI environment. The video required worldwide distribution for up to 10 years, with a budget of £100K. This limited the casting options, though with two sessions we successfully found four brilliant dancers that fit into the SingStar brand. The director Emil Nava and choreographer Supple, spent a day developing a two minute dance sequence for the in-game footage based on existing moves that could be trimmed to 30 seconds for the TV commercial. The 3D environment was storyboarded and pre-visualised with an animatic render around the choreography, so that by the time of the shoot the style and colour pallet of the sequence was already in place. This helped inform the Director of Photography Dan Bronx when it came to lighting and filming the dancers in the large green screen studio. The final 3D environment was completed in post-production as the dancers were successfully composited in and the piece cut together.
I produced the video, directed by Emil Nava through Maverick Media for SCEE and the video at the top is the 30 second international TVC.