Guinness takes Ireland’s fast-paced and aggressive field sport of hurling from the playing field to a stylized cube, adding a whole new dimension to the action. The spot, filmed on stage in London with some of the sport’s up-and-comers, highlights the intense athleticism of the sport, in an innovative event sponsored by Guinness. At key moments in the action, time almost stops, and the action emanates another visual layer before exploding back into full-speed motion.
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The In Another Dimension ad was developed at iiBBDO, Dublin, by creative director Mal Stevenson, art director Catherine Lennon, copywriter Sophie Farquhar, agency producer Noel Byrne and account manager Tanya English.
Filming was shot by directors Jesus de Francisco and Mark Kudsi via Motion Theory and Rokkit with director of photography Daniel Landin, executive producers Javier Jimenez (Motion Theory) and Dan Dickenson (Rokkit).
Post production was done at Motion Theory by VFX producer
Matt Winkel, VFX coordinator Chris Tuason, producer Nicola Sims, VFX supervisor Caleb Owens, designers
Nick Losq, Leanne Dare, Ian Kim, Bradley Munkowitz, Mitch Paone, Helena Skonieczny, lead compositor Jared Sandrew, compositors Matt Motal, Rob Resella, Matt Lambert, Chris Moore, Irene Park, matte painters Chelsea Douglas, Amy Paskow, 3D animators Chris Clyne, Ben Grangereau, Andrew Romatz, Na Song, Danny Zobrist, programmer Keith Pasko, Rotoscope artists Eric Almeras, Ed Anderson, Krystal Chinn, Eric Deinzer, Stephen Edwards, Keiko Kojima, finisher Danny Yoon (1.1 VFX), lead designer Matt Lambert, senior art director Mark Kudsi.
Editor was Jason Webb at String with producer Patrick Nugent, editorial coordinator Eddie Boles, assistant editor Noah Duesterberg-Chavez and sound designer Mitch Dorf.
Colorist was Steve Rodriguez at RiOT.
Audio post production was done at POP Sound, Santa Monica, by mixer Mitch Dorf, assistant mixer Dante Fazio, executive producer Susie Boyajan.