SAP

 

PROJECT: Sony Open App, created by SAP.

CONTENT:

  • Pre-Event TV Commercials – airing on Broadcast and Cable TV across the US.
  • During Event Daily Content –  for online distribution.

 

Overview

We having been helping SAP since 2013 with content creation around their Sony Open App. There have been two distinct aspects to this. The first is the creation of TVCs (TV commercials) to promote the app ahead of the March/April Miami event. The second aspect is the creation of daily content to support the App whilst the event is taking place. In the first year this consisted of BTS (Behind the Scenes) content…Hawk Eye, the Commentators, the fans etc. And in the second year Mary Jo Fernandez gave her expert insight into key matches by analysing the match data via the App. Because of the latin population in and around Miami this content was produced in both English and Spanish.

TV Commercials //

Objectives

Working alongside SAP Ambassadors; Andy Roddick, Milos Raonic, Mary Jo Fernandez and Justin Gimmelstob the client brief was to promote the Sony Open App ahead of the March/April Miami event – and also to promote a fan competition where the winner picked up a package of great benefits including Vip tickets to attend the event. We were asked to produce both 60″ and 30″ versions for each.

Approach

The “Competition” ad featuring Andy Roddick was shot in San Jose, California in just one day. The second “App” commercial, featuring the remaining three ambassadors, was filmed on location in Melbourne during the Australian Open. Both commercials were post-produced back in London.

Roles

For both of these commercials we were responsible for an end-to-end production role. Starting with the creative treatment for each, storyboarding, scripting, scheduling, talent liaison, shooting, post production and finally media management.

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Daily Video Content //

Objectives

To generate a stream of daily content whilst the Sony Open is taking place to help support and promote the use of the App and SAP’s involvement with analytics.

Approach

So far we have tried two approaches to our onsite production of the daily content. Originally for the BTS content we resourced a single multi-skilled operator – director/camera/editor and then when Mary Jo Fernandez became involved we scaled up the team to a four person production crew; one producer/director, a local cameraman and soundman and a local english/spanish speaking editor.

Roles

Producing, Directing, Shooting and Scripting…plus client liaison.

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