AT&T’s support of Team USA at Vancouver 2010 is celebrated in “Up and Up”, a commercial featuring snowboarder Gretchen Bleiler. The spot, launched during the Opening Ceremony of the Vancouver 2010 Winter Olympics, poses two question, “What’s at the edge of the universe? Can a snowboard take you there?”. Gretchen tests the hold of gravity in her own environment, the half pipe. She bursts out of the snow, through the atmosphere, climbing until she reaches the edge and returns to the earth. Music is “Perfect Day”, by Lou Reed.
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The Up and Up commercial was developed at BBDO New York by creative group head David Lubars, creative director/copywriter Pierre Lipton, creative director/art director James Clunie, music proudcer Melissa Chester, account team Julie Meyerson and Brandy Stead, and agency producer Julie Andariese.
Filming was shot live in Colorado and in green screen shots (space shots) by director Peter Thwaites via Gorgeous/Anonymous Content with director of photography Joost van Gelder and producer Anna Hashmi.
Editor was Akiko Ikagawa at Final Cut.
Visual effects were produced at Framestore by Head of Flame Murray Butler, VFX supervisor David Hulin, executive producer James Razzall, Flame artists Maryanne Butler, Miyuki Shimamoto and Tom Leckie, CG lead David Mellor, animators Seth Gollub, Shayne Ryan, Kevin Rooney and Will Frazier, lighting technical directors Michung Cho and Andy Walker, James Dick, Ivan Guerrero and John Montefusco.