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Saturday, March 12, 2016

How to Direct a Sports Commercial That Feels Real

How do you shoot a commercial with a famous athlete for a brand — and still make it feel "authentic"?

SXSW isn't just Film, Music, and Interactive — it's also Sports. SXsports takes place opening weekend and brings to Austin many athletes, sports media personalities, and filmmakers working in the world of sports (I'm one of them).

At the SXports panel Sports Spots and Their Directors, DP/Director Brian Schulz moderated a panel with Steve Rogers (owner of the production company Revolver; 4-time winner of Cannes Golden Lion award), Michael Lawrence (DP at Epoch Films), and Rena Croshere (director at Biscuit FilmWorks). Each director shared a documentary-style spot that uses a handheld aesthetic to ground the material. The spots are included below, along with the story of how the director approached the material and their thoughts on cinematography, editing, and working with agencies.

Nike "Ripple" — Rory McIlroy and Tiger Woods

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