Psyop teams with EA Sports

Post, March, 2005

NEW YORK -- Design collective Psyop (www.psyop.tv) recently collaborated with See Advertising to develop a campaign for the new Electronic Arts (EA) Sports videogame NBA Street 3.

Game projects are not new to Psyop. Last year, they teamed with fashion designer Marc Ecko and Atari to design and animate the game trailer for Getting Up, one of the first games based on urban culture

Psyop designed and art directed the NBA Street 3 spot, incorporating the game with live action shot on a New York City basketball court. The spot opens on a sketchbook, laid on an urban basketball court. As its pages begin to flip, the camera moves in, entering the artist's world. Drawings of NBA stars Carmelo Anthony and Baron Davis come to life and play a heated one-on-one game. Using animated graffiti and splatters, the spot transitions between the animated sketches of the hoops players and videogame footage in a court environment, finally pulling back out of the sketchbook and up to a graffiti-tagged wall.

Psyop used a combination of Softimage|XSI, Discreet Flame and Adobe's After Effects and Photoshop programs to pull off the project.