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
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
28/10/2025
ESPN Announces Monsters Funday Football', Its Latest Real-Time Animated Bro...
28/10/2025
SVG All-Stars: Catherine Chalfant, Manager, Remote Operations, ESPNThe Ole Miss alum is an operational force behind ESPN's extensive college-football catalo...
28/10/2025
Elevating the experience: AI and data take Ryder Cup to the next level By Joe OHalloran
Tuesday, October 28, 2025 - 10:25
Print This Story
NBC produced th...
28/10/2025
Conquering the Air (waves): Taking a close up look at the IBC Accelerator Priva...
28/10/2025
World Series 2025: Spectrum SportsNet LA Brings Dodgers Fans Closer to the Actio...
28/10/2025
Dylan Southern and Benedict Cumberbatch at the premiere of The Thing with Feathers (photo by George Pimentel / Shutterstock for Sundance Film Festival)...
28/10/2025
For three weeks in Lagos, Spotify's Greasy Tunes Caf pop-up brought the cit...
28/10/2025
Once a niche subculture, German rap has evolved into an influential cultural movement. Now, Spotify is giving the genre a new home with OFFCULT, a playlist dedi...
28/10/2025
Shane Delia's Malta serves up the Mediterranean this summer
28 October, 2025
Media releases
Feast on 9,000 years of culinary history Mondays from 24 No...
28/10/2025
SBS's global sporting festival continues with the FIVB Beach Volleyball Worl...
28/10/2025
Bilbao, October 28, 2025 - AgileTV, a leading technology solutions company for t...
28/10/2025
Disney, NBCUniversal, FOX, Paramount Each Achieve Double-Digit Monthly Growth
...
28/10/2025
CINCINNATI The E.W. Scripps Company has announced an agreement to sell WRTV, its local ABC-affiliated station in Indianapolis, to Circle City Broadcasting for $...
28/10/2025
Berklee College of Music and Berklee Valencia Named to Billboards 2025 Top Music...
28/10/2025
NEW YORK As AI usage continues to spike, a new study from IAB delves into an important aspect of how AI is transforming the advertising business with new data s...
28/10/2025
Charlie Jablonski, a broadcast tech pioneer who helped shape the modern era of Olympics television coverage, died Oct. 25 at his home in Lake George N.Y., the N...
28/10/2025
VIENNA, Austria Bitmovin has launched Bitmovin Observability, a new stand-alone video data solution that delivers real-time insights into video playback. The so...
28/10/2025
LOS ANGELES LucidLink, the file streaming platform, has announced a Frame.io integration and expanded mobile capabilities at Adobe Max....
28/10/2025
Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, today announced that it has joined the Ama...
28/10/2025
Lightware, an industry leader in connectivity and signal management solutions, has announced a major update to its Taurus
platform, which now delivers flawless...
28/10/2025
Following a successful mid-September International Broadcasting Convention in Amsterdam, Hiltron Communications will promote its full range of satellite communi...
28/10/2025
Open Broadcast Systems has chosen MC&S (Media Consulting & Services) as a reseller to help strengthen its presence in France.
With over twenty years of experi...
28/10/2025
Bitmovin, leading provider of video streaming solutions, has launched Bitmovin Observability, a new stand-alone video data solution that delivers real-time insi...
28/10/2025
Ease Live, the leader in interactive TV technology, today announced the successful launch of interactive graphical overlays for UEFA Champions League matches fo...
28/10/2025
LucidLink, the file streaming platform, today at Adobe MAX announced a Frame.io integration and expanded mobile capabilities, streamlining collaboration and hel...
28/10/2025
ATLANTA Gray Media has promoted Nick Hasenecz to general manager of WNDU, its NBC affiliate in the South Bend-Elkhart, Ind., market....
28/10/2025
Applications Open for Berklee Fenway Neighborhood Improvement Grant Boston nonprofits can apply by December 12 for funding to support community projects that ...
28/10/2025
28 Oct 2025
VEON's JazzCash Wins Silver Award for Innovation in Lending at ...
28/10/2025
Guests include Wayne Rooney, Maya Jama, Dame Laura Kenny, Chloe Kelly, Chris McC...
28/10/2025
The two-hour special, recorded live from the iconic Dolby Theatre in LA, will ai...
28/10/2025
Eutelsat upgrades teleports with Rohde & Schwarz satellite uplink amplifiers High efficiency and resilient Ku-band amplifiers for excellent RF performance
...
28/10/2025
These appointments come at a pivotal time for ABC, as the organisation continues to evolve to meet the changing needs of a digital-first media ecosystem. The ne...
28/10/2025
Scripps Research awarded $4 million to advance platform for neurodevelopmental disorders The California Institute for Regenerative Medicine (CIRM) grant support...
27/10/2025
You can touch this: Haptics becoming central to the virtual live experience By Adrian Pennington
Friday, October 24, 2025 - 09:12
Print This Story
The vid...
27/10/2025
A tale of two trailers: France's Stop & Go doubles up with its new hybrid tr...
27/10/2025
Pro Padel League Stages City's Cup Finals Inside NYC's Hammerstein Ballr...
27/10/2025
World Series 2025: Sportsnet Delivers Made-in-Canada' Moment for a Nation U...
27/10/2025
ESPN Extends Partnership With Sony's Beyond Sports To Expand Animated Altern...
27/10/2025
Reid Davenport attends the 2025 Sundance Film Festival premiere of Life After at The Ray Theatre on January 27, 2025, in Park City, UT. (Photo by Robin Marsha...
27/10/2025
As the days grow shorter and the nights get darker, there's nothing like getting swept up in a story that sends shivers down your spine. In honor of spooky ...
27/10/2025
UPDATE: Both parties have reached a new carriage agreement....
27/10/2025
LONDON As Hollywood jumps into the production of mini-dramas, a new study from Ampere Analysis finds that more than one in 10 internet users have watched drama ...
27/10/2025
LONDON Yealink, a provider of unified communication and collaboration solutions, has joined the NDI ecosystem with the availability of its SmartVision 80 premiu...
27/10/2025
ATLANTA Gray Media has named Chris Conroy as general manager of its stations in Cleveland, leading WOIO, a CBS affiliate, The CW station WUAB and Telemundo outl...
27/10/2025
ESPOO, Finland European connectivity leaders Nokia and Ericsson, have partnered with Berlin's Fraunhofer Heinrich Hertz Institute (HHI), to shape and drive ...
27/10/2025
PHILADELPHIA Comcast has expanded NOW TV Latino, its Spanish-language live TV and streaming offering, adding five more channels from Univision, ViX Premium with...
27/10/2025
Test & measurement innovator, Leader Electronics, will present its latest products and solutions at InterBEE 2025 (Hall 5, Booth 5218) Makuhari Messe in Chiba, ...
27/10/2025
Back to All News
City of Shadows, the New Netflix Thriller Arrives on December 12
Entertainment
27 October 2025
GlobalSpain
Link copied to clipboard
Downl...
Framestore Brings Kevin Bacon's Dreams to Life for EE and Apple's Newest Campaign 
