Date: 2014
Client: NHL
Agency: Pixomondo
Role: VFX Coordinator
Project: NHL All-Stars "Go Gotham"
Situation: The NHL needed an epic, high-impact commercial to generate excitement for its upcoming All-Star Game. The creative concept, "NHL goes Gotham," envisioned a dark, adrenaline-fueled world where hockey's biggest superstars—Sidney Crosby, Alex Ovechkin, and Jonathan Toews—prepared for battle. This ambitious vision, from director Jonathan Keeton, required a top-tier visual effects team to blend gritty, in-camera reality with a larger-than-life cinematic atmosphere, a challenge perfectly suited for the global VFX powerhouse, Pixomondo.
Task: As the VFX Coordinator at Pixomondo, I was tasked with managing the complex visual effects workflow from start to finish. My mission was to ensure our global team of artists worked in perfect sync to execute the director's vision. I was responsible for coordinating all moving parts of the VFX pipeline while also finding ways to enhance the spot's authenticity and visual texture under a tight broadcast deadline.
Action: I played a dual role in this project, combining logistical management with hands-on creative contribution.
Global VFX Coordination: I managed the day-to-day pipeline for our global team of artists, coordinating shots, assets, and schedules across multiple time zones. I served as the central hub for communication, translating the director's feedback into clear, actionable tasks for our compositors, matte painters, and effects artists.
Hands-On Element Photography: To achieve the authentic, gritty texture of the "Gotham" aesthetic, I went beyond coordination. I personally photographed a series of key practical elements—from detailed textures to specific gear components—which were then delivered directly to our compositors. This ensured the visual effects were grounded in reality, supporting the in-camera footage of the players and their gear and enhancing the final look.
Ensuring Creative Integrity: I worked closely with the VFX Supervisor to ensure the practical-first approach was maintained. We emphasized the fact that the players and their skates were not CG, using VFX to build the world around them, rather than replace them.
Result: The commercial was a massive success, delivered on time and celebrated by fans for its epic, adrenaline-inducing tone. The final piece perfectly captured the "NHL goes Gotham" concept, generating huge excitement for the All-Star Game. My coordination of the global team ensured a seamless post-production process, while my hands-on photography provided unique, authentic assets that directly contributed to the cinematic quality and gritty realism of the finished commercial.
