nba on prime
studio launch

watch amazon launch a new era of basketball from their massive NBA broadcast studio.

featuring
nba on prime
crown + conquer
hypno pro

like a campaign.

crown + conquer presented hypno with a clear (and challenging) vision for this league-shifting launch event:

how do we deliver 100s of campaign-quality photos  instantly during a live studio event — without wasting hours and losing the moment with traditional post-production?

their vision included examples using advanced photography techniques, like black-out studios and multiple exposure, that are too complex for live events... especially inside a broadcast studio covered in glowing LEDs with crowds of people watching.

"the most striking feature of the studio is its extensive use of LED screens — over 2,300 individual tiles containing approximately 3 billion pixels."

nailing the look.

hypno mixed lighting modifiers, speciality lenses and test projections to define the final capture technique. prime's studio was still a secret, so ambient lighting and the overall look and feel of the experience would remain a mystery until hours before the shoot...
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the live solution turned out to be the simplest:

sudden camera movement mixed with on-camera flash, controlled key lighting and dynamic video backgrounds programmed into the LED studio walls themselves.
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