As usual, really great work from Imaginary Forces.

Imaginary Forces – Powerade from Imaginary Forces on Vimeo.

Imaginary Forces – Powerade from Imaginary Forces on Vimeo.

Credits:
Client: Glaceau
Agency: Ammirati
Director: Charles Khoury and Brian Mah Project Info:
This spot for Powerade, directed by Charles Khoury and Brian Mah, features NBA star Chris Paul. Charles and Brian employ a mix of live action shot in high speed and computer generated special effects to create a dynamic and high tech environment. The science behind the game of basketball is broken down with a visual system that has a scientific and diagrammatic feel to it. The graphic elements feel branded, but also accentuate the kinetic motion of the basketball action. Take a look at our director’s cut.

via Imaginary Forces