March 2009
For the YES Network, New York-based creative services agency Blue Room NYC has created an image spot for the launch of the Yankees season and a topical promo toolkit as well. The 2009 inaugural Yankees image spot, which includes a :30, :20, :25/5, :23/7, began airing nationally on DIRECTV and regionally within the tri-state area the first week of March. The topical promo graphics package for the 2009 Yankees Season will begin airing in April.
YES wanted a fresh look for the 2009 Yankees campaign, with a focus on the new stadium, new players, and the enduring appeal and glamour of the modern Yankees team. Blue Room NYC created the image spot and executed the promo toolkit that will be utilized extensively throughout the Yankee season. They employed numerous visuals of the new Yankee Stadium including the white frieze that wraps the top of the stadium, the lettering that appears over the stadium entrance and scoreboard, the limestone facade with gold Yankee Stadium lettering, the soaring great hall, monument park, and, of course, elements of the ball field itself–green grass, bases, batters box, outfield wall, etc.
“Our goal was to build an impactful, sweeping piece that would showcase the excitement of the new Yankee season, the Yankees stars as well as the new stadium. There was no set script, and we were given tremendous freedom in creating the visual structure and style for the spot,” explained Brian Aumueller, Creative Director of Blue Room.
“Early on we decided to give it a night-game setting, which gave us a chance to use some cool lighting effects, and generally gives the spot a surreal, over the top quality. Combining custom 3d stadium elements, green-screen player shots, and camera data from actual game footage, we built a series of kinetic scenes that showcase each talent doing what they do best.”
YES Network Supervising Producer On-Air Promotions Daniel Guernsey added, “We are thrilled with the creative execution on these spots. Blue Room did a tremendous job of translating our initial concepts into a grand showpiece for the new Yankees season. And since the new stadium construction wasn’t fully complete before these spots had to hit air, the design team deserves extra kudos for working around these limitations and still turning in a truly amazing product.”
“We look forward to using the toolkit elements in a myriad of ways which will keep our air looking fresh and consistent throughout the baseball season. This was our first time working with Blue Room, and they immediately put us at ease, understanding our needs from the outset and delivering impactful creative.”
The Blue Room creative team for this campaign included CEO/Executive Producer Chris Gargani, Creative Director Brian Aumueller, Editorial Director David Gargani, Editor Shaun Sindelman, Producer Grace Kim, Art Director/Lead Animator Paul Waszak, Designers/Animators Chieh Yen and Jorge Peschiera, and 3D Animator Adam Pearlman.
Representing YES Network (New York, NY) were Supervising Producer On-Air Promotions Daniel Guernsey and VP/Creative Director On-Air Promotions John Brueckner.
Blue Room utilized Adobe Photoshop CS4, After Effects CS4, Maya, Cinema 4d and SynthEyes for rotoscoping and tracking in the execution of this project.
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