Nice Shoes flame artist Vin Roma took time out from filling in his March Madness bracket to put together some game-breaking creative finishing on an NCAA basketball-themed campaign for UPS via Ogilvy. The spots pay homage to some of the game's legends, comparing the dynamics of players moving on a court to the vast logistics systems that UPS utilizes to ensure on-time deliveries.
A high-energy spot with commentary from famed sportscaster Dick Vitale, Butler University men's head coach Brad Stevens, and University of Connecticut women's head coach Geno Auriemma is typical of the campaign. Behind a backdrop of archival and contemporary footage cut with dazzling graphics, these hoops heavyweights pay tribute to legendary UCLA head coach John Wooden and his innovation in basketball's high post.
Roma led Nice Shoes' efforts, retouching some logos and eliminating non-UPS signage from the background and conforming. His work really stood out, however, in putting an HD effect on the old footage in the spot, "Motion." "We've been playing with an effect recently at Nice Shoes to make old SD or lower res shots look more like archived footage and blend in a nostalgic way, as opposed to just blowing it up to HD and having it be an eyesore in the spot," Roma stated. "It worked out nicely for the old stock NCAA images in 'Motion'." Nice Shoes' Ron Sudul then took it to the hoop with a color grade.
Nice Shoes' participation in the campaign stemmed from a long-standing relationship with Ogilvy as well as editorial house Go Robot. "Everyone is so comfortable with Nice Shoes that they were free and easy and open to any method in getting this campaign out the door and looking great," noted Roma.
The basketball-loving Roma took extra pleasure in working on this spot. "This spot reminded me it was time again for more March Madness," Roma exclaimed. "It's such a fun time of year and gives some cool background info of the college hoops game while tying it into UPS' Logistics mantra."