Tiger beer street football TVC uses motion-capture animation

Developed by UK-based Brand New School in partnership with its live-action production partner Outsider, Iris Singapore, and Asia Pacific Breweries, the TVC features two players battling in a simulated cityscape. The spot is now airing across the region.

The Tiger Street Football tournament includes teams from Asia, South America, and Europe and wraps up with finals play March 9 and 10 in Bangkok.

The brief for the ad was to capture the drama of the game, a challenge the team approached by capturing the players' motion on a set, then placing them into a virtual envrionment. Even the players' clothing was animated to achieve a look that does justice to the aggressive style of play common in street football, according to the directors, Dennis Go and Jonathan Notaro.

"The challenge from Iris Singapore's Clarence Chiew, creative group head Jimmy Lee, creative Vincent Tay and producer Kim Lim was to dramatically show how street football is played," said BNS London's executive producer Kayt Hall. "The vision began with illustrations they provided, and we were all mesmerized as Dennis and Jonathan unveiled their interpretation of how the players and the environment would look, and how the unique animation style would use the players' actions—and even the movement of their clothes—to convey street football's fast-paced excitement." 

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