Behind the Scenes
A 360º Look
Marking our second project with RadicalMedia® (see the first project), we crossed paths again to join forces on an ice build for yet another global client campaign slated for nationwide airing during this upcoming winter sports celebration. While it brings us great pride to deliver our ice and expertise to a major global sponsor’s commercial, we are thrilled by the opportunity to have been a part of something with such state-of-the-art technology.
Movie-in-the-round as a concept dates back to the 1950s when Walt Disney popularly began experimenting with filming in 360 degrees. These days, the technology has progressed by leaps and bounds—evident in how it is used primarily on set to simulate and stage diverse environments without the need for location shooting. Ice-America has worked within the parameters of green screens and significantly large infinity walls before. This, however, is the first time our ice has been immersed on a soundstage in comprehensive recreations of stadiums, the outdoors, LA Coliseum, etc.
As mentioned in previous posts, there are unique needs and conditions required in maintaining and building ice on a soundstage. Industrial stage lighting on long set days, angle positioning, and unexpected ice reflections during filming are a few considerations that would otherwise not be the case in operational rink scenarios.
Understandably, wall-to-ceiling LED projections and screens running in the same enclosed space add the kind of nuance and novel factors that must be considered and tempered in terms of increased heat load conditions and the continual balancing act of temperature—both floor and ambient—to produce quality ice consistency that can keep up with the production shoot day and the athletes.
These niche situations can be a challenge. Our system’s adaptability, however, in the hands of our Ice-America team members has been and continues to be reliable—if not innovatively solution-focused—in the face of variable circumstances on set. So, with that, we are proud to successfully complete and deliver on yet another project for RadicalMedia®.
Keep an eye out during the next couple of months and catch the commercial broadcast of elite athletes on our ice!
Ice-America is an independent service provider and is not affiliated with, endorsed by, or sponsored by any international sporting organization or event.
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