Sony Pixel Power calrec Sony

Framestore Brings Kevin Bacon's Dreams to Life for EE and Apple's Newest Campaign

28/09/2022

Framestore Brings Kevin Bacon's Dreams to Life for EE and Apple's Newest Campaign

Brie Clayton September 27, 2022

0 Comments

EE and Apple have partnered with Saatchi & Saatchi and Framestore to deliver their latest campaign starring Kevin Bacon, Dream Big'.

Directed by the acclaimed Noam Murro, co-founder of Biscuit Films, the spot makes use of Framestore's VFX prowess and the specialist grading skills of Jean-Cl ment Soret at renowned sister company, Company 3, to showcase the new iPhone 14.The spot sees Kevin Bacon live out three of his wildest dreams: headlining a rock festival, drifting in outer space, and speaking at a presidential rally. In each, Kevin's environment is larger than life, whether surrounded by a seemingly endless cheering crowd or the unlimited vastness of empty space. No matter where he is, however, it's the new iPhone 14 that captures Kevin's attention, taking centre stage no matter the dream.

Saatchi & Saatchi teamed up with Framestore to deliver this collaborative project between EE and Apple. Having worked on multiple of the Kevin Bacon campaigns in the past including the heart-stopping A Close Yet Far Shave' the studio was excited by the narrative and the opportunity to craft more complex scenes for this latest iteration, being tasked with developing a trio of expansive worlds that explore the inner workings of Kevin's mind in a magical dream sequence.

Some contents or functionalities here are not available due to your cookie preferences!

This happens because the functionality/content marked as Google Youtube uses cookies that you choosed to keep disabled. In order to view this content or use this functionality, please enable cookies: click here to open your cookie preferences.

Framestore's team was led by Matthew Thomas and Ed Mykolaitis, who headed the 2D team and CG team respectively.

We crafted CG and effects in Houdini, built assets in Maya, composited in Nuke, graded in Baselight, and used Flame for final mastering, says Matthew Thomas. As we were brought on early in the project, we were able to streamline the process by developing concepts before production had even started, locking down the look and scale of each shot, figuring out what was possible, and communicating it all to the production team.

One element of the campaign that required particular crafting was the crowd during the festival and rally scene, which needed to portray 20,000 people a big jump from the 50 extras on set. Matthew Thomas explains, We took individual sprites filmed of the actors into a Nuke Particle System, before creating geometry onto which we could repopulate the crowd, stitching the plates together at the end. To avoid repetition, we shot each actor for 30 seconds while they performed different movements from cheering to clapping, using different clips for variety.

Commenting on the space sequence, Ed Mykolaitis reveals, Kevin Bacon was initially shot in a spacesuit on set, sitting on a swinging podium chair; however, we wanted greater control over the individual elements, so we ended up replicating the shot with VFX, ultimately crafting all but Kevin's face in CG.

He adds, Framestore has a wealth of cinematic experience in the outer space setting in particular, which we were able to draw on to craft a sequence worthy of the big screen. To emphasise the sense of deep space, we manipulated the lighting to reflect the harshness of the sun, while adding light movement to accentuate the feeling of weightlessness, complementing the scene's dreamlike quality.

To make the iPhone 14 shine, Framestore carried out a technical stills shoot attended by an Apple Creative Director. Matthew Thomas explains, We wanted the phone to look its best in the campaign, so we collaborated with the Apple Creative Director to match the lighting to the exact conditions used in their stills shoot, paying attention to every last detail to ensure we fulfilled its potential.

Due to the partnership with post, the project required clear communication between Framestore and the production team. Matthew Thomas comments, It was fantastic working with so many collaborative people Saatchi & Saatchi and the creatives were amazing. Our director Noam Murro had already worked on a number of Apple projects, and so could convey exactly what the brand wanted. We also worked closely with DOP Fabian Wagner [House of the Dragon] from the outset in order to allow sufficient time to prepare the concepts for such a large-scale vision.

Ed Mykolaitis adds, We really appreciated the incredible shots we received from Noam and the production team they allowed us to truly showcase our craft at its best. Kevin Bacon is a star, too it's no mean feat to act to no one and make it feel like you're being cheered on by a crowd in the thousands!

The campaign will run across TVC, online, and socials.

###

Enjoying the news? Sign up for the Creative COW Newsletter! Sign up for the Creative COW newsletter and get weekly updates on industry news, forum highlights, jobs, inspirational tutorials, tips, burning questions, and more! Receive bulletins from the largest, longest-running community dedicated to supporting professionals working in film, video, and audio.

Enter your email address, a first and last name, and let us know what you'd like to see more of in the message!

.grecaptcha-badge{visibility:hidden}.meow-contact-form .meow-contact-form__header{display:flex;margin-bottom:10px}.meow-contact-form .meow-contact-form__header .meow-contact-form__header__content{flex:1;display:flex;flex-direction:column;justify-content:center}.meow-contact-form .meow-contact-form__header .meow-contact-form__header--image--left{margin-right:10px}.meow-contact-form .meow-contact-form__header .meow-contact-form__header--image--right{margin-left:1
LINK: https://creativecow.net/framestore-brings-kevin-bacons-dreams-to-life-...
See more stories from creativecow

Most recent headlines

06/10/2025

France Tlvisions Wins Prestigious 2025 EBU Technology & Innovation Award in Groundbreaking Collaboration with Dalet

France T l visions, France's leading broadcaster, has received the 2025 EBU ...

06/09/2025

Twinless Is James Sweeney's Darkly Comic Exploration of Loss and Connection

(L-R) Dylan O'Brien and James Sweeney attend the 2025 Sundance Film Festival Twinless premiere at Eccles Theatre. (Photo by George Pimentel/Shutterstock f...

06/09/2025

Vizrt Launches New AI-Powered Features to Speed up AR Sports Production

LONDON Vizrt has introduced Viz Arena 6, the newest version of its all-in-one live augmented reality (AR) graphics and virtual advertising sports solution. The ...

06/09/2025

AWS To Feature Generative AI, News Distribution At IBC2025

SEATTLE Amazon Web Services (AWS) will feature 56 AWS Partners making various demos that showcase the technologies and use cases shaping the future of the Media...

06/09/2025

PBS Kids Embraces Gameplay Content

In news that highlights the ongoing importance of video games, PBS Kids is making its first foray into gameplay content with the September 5 launch of Odd Squa...

06/09/2025

PBS to Cut 15% of Staff

PBS chief executive Paula Kerger has sent an email to staff outlining plans to cut about 100 positions or 15% of its staff, following the loss of Federal fundin...

06/09/2025

IABM announces the shortlist for the new IABM Impact Awar...

A new era of recognition as IABM honors the people, projects and innovations driving real impact IABM has confirmed the shortlist for the new IABM Impact Award...

06/09/2025

Deliver multi-platform graphics from a single workflow wi...

Vizrt, the leader in live production technology revolutionizing viewer experiences, announces new capabilities to help customers create once, adapt automaticall...

06/09/2025

Studio Technologies Showcases Latest Audio and Interface...

Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, will spotlight four of its innovative audio solutions at th...

06/09/2025

DigitalGlue Previews Creative Intelligence CI Powered by...

DigitalGlue, creator of the award-winning creative.space managed storage platform, today announced a technology preview of Creative Intelligence (CI) powered by...

06/09/2025

Balancing heritage film and modern projectionist needs wi...

Eye Filmmuseum is the Netherlands leading film museum, offering a rich variety of experiences from screenings of classic films to cultural exhibitions. With fou...

06/09/2025

X Marks the Spot Grass Valley to Showcase Innovations and...

The latest innovations in Grass Valley's AMPP applications will be on full display at IBC 2025, as the company brings significant updates to Playout X, its ...

06/09/2025

Disguise Unveils GX 3 Plus the New Benchmark in Media Ser...

Disguise has announced the launch of the GX 3 , its most powerful media server ever. Built on NVIDIA's cutting-edge Blackwell GPU architecture and including...

06/09/2025

AUTOSCRIPT AND AUTOCUE LAUNCH NEW PTZ PROMPTER SOLUTIONS...

Autoscript and Autocue have announced the launch of a new advanced PTZ prompter system shared by both brands and designed to provide seamless, professional prom...

06/09/2025

Sachtler Expands aktiv and FSB Mk II Ranges with Higher-P...

Sachtler has added four new models to its award-winning aktiv and FSB Mk II fluid head ranges. The aktiv16T and aktiv18T, plus the FSB 16T Mk II and FSB 18T Mk...

06/09/2025

CGI to showcase next-generation newsroom at IBC2025

CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, will present its bold new vision for the fu...

06/09/2025

DHD Announces RM1 Pro Broadcast-from-Anywhere Production...

DHD has chosen IBC 2025 (Amsterdam, 12-15 September) as the launch venue for the latest version of its RM1 all-in-one portable audio production and broadcast sy...

06/09/2025

AJA Debuts IP25-R 4K SMPTE 2110 to 12G SDI-HDMI Mini-Conv...

AJA Video Systems debuted IP25-R, a Mini-Converter for connecting SMPTE ST 2110 networks with 4K SDI/HDMI infrastructures. IP25-R lets broadcast, production, an...

06/09/2025

AJA Introduces New Conversion and IP Video Solutions

AJA Video Systems today introduced new products and updates ahead of the International Broadcasting Convention (IBC) 2025 that streamline signal flow management...

06/09/2025

September 05, 2025

Researchers map key human proteins that power coronavirus replication, pointing to new treatment strategies Findings from Scripps Research reveal promising drug...

05/09/2025

7 Ways Spotify's New User Controls Put You in Charge of Your Listening

Your listening habits are as unique as you are-and this year, Spotify has introduced a wave of new features to help you personalize your experience. From playli...

05/09/2025

Today's Historic Settlement Underscores SBS's Powerful New Series The People v Robodebt

Today's Historic Settlement Underscores SBS's Powerful New Series The Pe...

05/09/2025

L3Harris CFO and AR President Interviewed on CNBC's 'Closing Bell: Overtime'

L3Harris Chief Financial Officer and Aerojet Rocketdyne President Ken Bedingfiel...

05/09/2025

Peacock to Stream Sunday Night Football' in Dolby Atmos

PHILADELPHIA NBC Sports will present tonight's NFL Kickoff Game between the '25 Super Bowl champion Philadelphia Eagles and Dallas Cowboys on Peacock in...

05/09/2025

Warner Bros. Discovery Sues Midjourney

Warner Bros. Discovery filed a lawsuit against Gen AI company Midjourney this week, claiming that the company violated the studio's copyright....

05/09/2025

Alum Esin Aydngz Pens Nevermore Alma Mater' for Netflix's Wednesday

Alum Esin Ayd ng z Pens Nevermore Alma Mater' for Netflix's Wednesday The Grammy-nominated composer appears on this season's soundtrack alongside...

05/09/2025

YouTube TV, Hulu to Carry C-SPAN

C-SPAN and YouTube this week announced an agreement in which YouTube will sponsor C-SPAN's America 250 programming and expand access to C-SPAN's politic...

05/09/2025

Techex Hires Peter Dawidzik for Senior Sales Role

LONDON Live broadcast infrastructure solutions provider Techex has added Peter Dawidzik as senior director, sales and business development....

05/09/2025

Reuters and AWS to Demo News Distribution System at IBC2025

As news organizations and broadcasters face more pressure than ever to capture, verify, and distribute real-time access to breaking news, Reuters and Amazon Web...

05/09/2025

HPA Opens Call For Expanded Awards

LOS ANGELES The Hollywood Professional Association (HPA) today said it has begun accepting submissions for its expanded HPA Engineering Excellence Awards, which...

05/09/2025

Sage Releases Firmware Fix

Sage has released an update to its most recent firmware for its Digital ENDEC model 3644....

05/09/2025

ThinkAnalytics To Feature Newly Introduced ThinkMetadataAI At IBC2025

LONDON and LOS ANGELES ThinkAnalytics will debut ThinkMetadataAI, the company's latest step in recommendations, search and discovery services....

05/09/2025

FCC to Lift Freeze on Applications for New LPTV, TV Translator Stations

WASHINGTON The Federal Communications Commissions Media Bureau has announced that the agency is initiating a phased process to lift the current freeze on major ...

05/09/2025

Quickplay To Highlight Newly Introduced AI Studio At IBC2025

TORONTO Quickplay will feature its newly unveiled AI Studio that assists broadcasters and streamers in transforming their content libraries into short-form asse...

05/09/2025

Boston Conservatory at Berklee Announces Five-Year Partnership with The Verdon Fosse Legacy

Boston Conservatory at Berklee Announces Five-Year Partnership with The Verdon F...

05/09/2025

Alum Esin Aydingz Pens Nevermore Alma Mater' for Netflix's Wednesday

Alum Esin Ayding z Pens Nevermore Alma Mater' for Netflix's Wednesday The Grammy-nominated composer appears on this season's soundtrack alongside...

05/09/2025

Rohde & Schwarz UK awarded Silver Award under Defence Employer Recognition Scheme

Rohde & Schwarz UK awarded Silver Award under Defence Employer Recognition Schem...

05/09/2025

Two Desperate Souls and One Desperate Choice: As You Stood By' Streams November 7

Back to All News Two Desperate Souls and One Desperate Choice: As You Stood By...

05/09/2025

Netflix Unveils New BAKI-DOU' Anime and First Look at BEASTARS FINAL SEASON' Part2 at 10th Anniversary Event in Japan

Back to All News Netflix Unveils New BAKI-DOU' Anime and First Look at BE...

05/09/2025

This weekend sees another feast of free-to-air Sport across RT

This weekend sees another feast in store for all sport fans as RT airs a jam-packed schedule of live, free-to-air sport. The Amgen Irish Open continues all we...

04/09/2025

Film Festival Watch: 9 Sundance Institute-Supported Must-Sees to Catch at the 2025 Toronto International Film Festival

(Joel Edgerton and Felicity Jones appear in Train Dreams by Clint Bentley, an of...

04/09/2025

Watch the Record-breaking Koori Knockout 2025 LIVE and EXCLUSIVE on NITV and SBS On Demand

Watch the Record-breaking Koori Knockout 2025 LIVE and EXCLUSIVE on NITV and SBS...

04/09/2025

Zixi Taps Sue Mitchell as Director of Account Management, EMEA

WALTHAM, Mass. Zixi, a provider of video-delivery-over-IP technology, has named Sue Mitchell as director of account management, EMEA....

04/09/2025

NBCU Reports Record NFL Revenue; Sells Out Ad Inventory for Super Bowl LX

NEW YORK In news that highlights the importance of the NFL and sports for the TV and streaming industry, NBCUniversal is reporting record revenue for its 20th s...

04/09/2025

Ross Video Acquires LAMA for Live Audio Mixing

OTTAWA Ross Video has acquired LAMA, a Dutch-based developer of advanced audio production software known for its innovative live mixing solutions. The acquisiti...

04/09/2025

GatesAir to Demo 5G Passthrough Over UHF at IBC2025

CINCINNATI GatesAir will bring its 5G passthrough demo to IBC audiences once again as interest in the technology's value for broadcast-to-mobile delivery gr...

04/09/2025

Autoscript, Autocue to Feature New PTZ Prompter System at IBC2025

BURY ST. EDMUNDS, England Autoscript and Autocue will showcase their newly launched PTZ prompter system during IBC2025, Sept. 12-15 at the RAI Amsterdam Convent...

04/09/2025

Watch the Benn Family Band Perform I Wont Give Up on Americas Got Talent

Watch the Benn Family Band Perform I Wont Give Up on Americas Got Talent Assistant Professor Loren Benn and her family gave an emotional live performance of t...