Full-service production company Iron Claw brings the chills in a powerful opening sequence for EA Sports’ blockbuster video game “Madden NFL 13” featuring Baltimore Ravens Linebacker Ray Lewis. In the two-minute piece, Lewis sits in a dark locker room sharing his battle-tested insights into what it takes to be the best, and to build a legacy in the NFL.nnnTo view the opening sequence online click here.n n"The crew at Iron Claw was instrumental in this project," says Jean Adams, EA Sports "Madden NFL 13" Creative Director. "They captured the emotion of the NFL and created a piece that describes our product better than words could convey. The community loves this piece and describes it as the best intro in sports games. They get chills every time they see it and for the first time, refuse to skip it before going in game."n n"As a video game brand, Madden represents the best NFL interactive experience," adds Jeremy Wabiszczewicz, Iron Claw Art Director, who directed the live-action opening sequence. "It has a mass dedicated following. Our challenge to engage the player in an unexpected way from the moment the game boots up for the first time. This sequence was all about legacy. Ray Lewis has a tremendous ability to motivate people, and gives off this indefinable savage energy. I wanted to exploit that visually. From there, the concept wrote itself."n nThe boot flow or opener for "Madden NFL 13" differs from the more traditional motion graphics piece for "Madden NFL 12," which Iron Claw also created. This time around, the client gave Iron Claw a canvas to create a true narrative. Wabiszczewicz says the user has a more personal role in the game, developing teams and players, and connecting to friends and others through the hub of the game experience.n n"EA wanted to focus on Lewis and his career along with some key additions to the Madden game itself," explains Wabiszczewicz. "They were implementing the Infinity Engine, which inserts physics into the game for more organic movements of the football players. This more or less changes the core feel of the game, and the in-depth depth career mode is like a role-playing game for Madden players. It was up to us to create a piece that encompassed these elements, and build a story out of it."n nIron Claw produced the shoot in Los Angeles, using the increasingly popular RED Epic camera. The team jumped immediately into post, augmenting the live-action shots with CG using Maya and composited with After Effects.n n"Ray Lewis played a big part, beyond just being the feature of the piece," concludes Wabiszczewicz. "He’s clearly a creatively-minded guy and understanding of the process of a visual effects-heavy piece. It was great to collaborate with Jean Adams, [Executive Producer] Anthony Stevenson and [Post Production Director] Steve Brooks. The kernel and vision started with these guys, and we just took the ball and ran with it. EA has been a fantastic client through the years and offers a lot of creative latitude. The gaming industry has really created a new landscape for the visual narrative."n nCreditsnProject: EA Sports “Madden NFL 13” Opening SequencenAirdate: August 28, 2012 n nClient: Electronic ArtsnCreative Director: Jean Adams nExecutive Producer: Anthony StevensonnPost Production Director: Steve Brooksn nProduction Company: Iron Claw Los Angeles, CAnDirector: Jeremy Wabiszczewicz nDP: Stacy Toyama nExecutive Producer: Greg TalmagenProducer: Carmen BosleynWhere shot: Los Angeles, CAn nEditorial Company: Iron ClawnEditor: Davon Ramos nAssistant Editor: Anthony Golibersuchn nVFX Company: Iron ClawnExecutive Producer: Greg TalmagenCreative Director: Jeremy WabiszczewicznProduction Coordinators: David Thomas, Judy Bowersn3D Animators: Brendan Eddy, Kevin Lim, Tim Ryann2D Animators: Ryan Levitus, Ramzi Hogan, Link Huang, Adam Smith, Luis Vegan nAbout Iron Claw www.ironclaw.comnIron Claw is a boutique full-service production company that specializes in design and visual effects for the film, television and video game industries. Recent clients include NBC Sports, ESPN, EA Sports, Toyota, and Suzuki. Iron Claw is represented by iartists.
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But hereโs the thing: This doesnโt mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. Itโs where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, weโre on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustainย a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketersโ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More