Norwich City FC
It was the worlds most highly rated sports video in it’s first few days of release – 6 weeks on it’s still in the top 40 (number 4 in the UK).
Mask Creative’s production to launch Norwich City FC’s new 2011 premiership kit received over 30,000 hits in the first 24 hours! The next 24 hours saw that figure triple and within 3 days over 150,000 people had viewed the film leaving rave reviews of the work.
The film has helped secure the clubs highest recorded kit sales in history and everyone at the club has been full of praise for all of Mask Creative’s efforts.
Mask was approached by the clubs marketers to help develop a film, and a series of stills, to launch the new premiership Italian supplied kit from Errea. The outline brief was to work and develop an idea based on the concepts title “ A little bit of Italian viral”.
“We were presented some scenarios to develop such as, players feigning injury, looking at girls passing by, the manager having his shoes polished and drinking cappuccino,” says Johnny Carr, the director and producer of the film. “We had no idea what we could realistically achieve until we visited the training ground and met with the players to realised their full acting potential, or lack of! Certain suggestions were replaced and eventually we had a story and a shot list to work from.”
The recce was scheduled for the day before the shoot, and the storyboard and script was created that evening in the hotel with a great deal of input from Matt Emmerson of Emmerson Marketing who also sourced the Vespa we used from a dealership in Norwich. Matt was our ‘invaluable voice’ within the club ensuring our fluid levels communication at all times.
The next day saw Camera Operator Simon Wild scaling scaffold with camera cranes aided by his assistant Sam Wright, whilst briefing excited and (willing) players on the ground. Praying for the weather to hold for the 3 hour window the club had allowed them in which to shoot, Makeup Artist Nicola Fletcher was hard at work to come in on schedule. Everything ran exceptionally well and came together perfectly not without the expert End Frame Graphics presented by Mr Rick Smith.
“I wanted to find the right music for the film to help balance the jocularity of the action, so after a days research into varying Italian opera pieces I found ‘Funiculi Funicula’ an Italian folk song about funicular railways, and nothing else in particular – perfect.” says Johnny.
Norwich City FC 2011 kit launch viral – co-scripted, directed, shot, edited and produced by Mask Creative Ltd.
