ThinkBreatheLive: Behind the Graphics at Beyoncé's Super Bowl Halftime Show
Super Bowl XLVII was full of grandeur and spectacle, but few game highlights could compare to Beyoncé's show-stopping halftime performance, a full-fledged extravaganza backed by staggering visuals from New York's hybrid creative shop ThinkBreatheLive (TBL). The instantly iconic 2013 production follows previous collaborations between Beyoncé and TBL, including the artist's unforgettable stage show at the 2011 Billboard Music Awards, and an epic four-night 2012 Memorial Day weekend concert in Atlantic City.
The Super Bowl halftime show stage included an LED floor that displayed TBL-crafted graphics with which Beyoncé interacted. During "Baby Boy," the floor LED rose to form a backdrop featuring clones of Beyoncé, enabling the songstress to perform with herself.
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Says TBL Creative
Director/Editor Andy Jennison: "Beyoncé wanted to create an
interactive graphic experience marrying lights, choreography and video
content. Similar to her Billboard Awards performance, she wanted to
create the illusion of more than one Beyoncé on the stage. We worked
very closely with her to achieve this vision both tastefully and
effectively."
As on previous TBL/Beyoncé projects, the performer was directly involved throughout the creative process. The TBL team flew down to New Orleans weeks prior to the show, consulting with Beyoncé's Creative Director Ed Burke, perennial Super Bowl halftime producers Touchdown Entertainment, and Beyoncé herself to perfect every element of the animated backdrop.
"Beyoncé had a tremendous creative
responsibility to pull off an amazing Super Bowl show for millions of
people, and it was a joy to be a part of that," stated Jennison, whose
team included VFX Artist Ian Mayer, Compositor Adam Yost and Assistant
Editor Taylor Landesman. "Beyoncé's personal involvement throughout the
creative and production process is a validation of both her
professionalism and her faith in TBL."
Preparation for the performance was a demanding process with all parties involved working at breakneck speed to deliver a flawless show in the limited timeframe. The previously developed rapport between Beyoncé and the TBL team made concepting and experimenting with different ideas a breeze.
"At this point in our relationship, Beyoncé knows that we get her - we understand what she likes, and there is a mutual respect," noted TBL Managing Director/Executive Producer Kenny Pedini. "It's our job to deliver extremely high-end content and to make Beyoncé look good. After all, this is the Super Bowl and Beyoncé - two of the biggest names in entertainment. To say it is an honor to have been invited to work on this project is an understatement. The only thing that could possibly have made this moment any better would be if the Giants had played in the game."
Creative Agency: ThinkBreatheLive
Creative Director/Editor: Andy Jennison
Managing Director/Executive Producer: Kenny Pedini
VFX Artist: Ian Mayer
Compositor: Adam Yost
Assistant Editor: Taylor Landesman
As on previous TBL/Beyoncé projects, the performer was directly involved throughout the creative process. The TBL team flew down to New Orleans weeks prior to the show, consulting with Beyoncé's Creative Director Ed Burke, perennial Super Bowl halftime producers Touchdown Entertainment, and Beyoncé herself to perfect every element of the animated backdrop.
"Beyoncé had a tremendous creative
responsibility to pull off an amazing Super Bowl show for millions of
people, and it was a joy to be a part of that," stated Jennison, whose
team included VFX Artist Ian Mayer, Compositor Adam Yost and Assistant
Editor Taylor Landesman. "Beyoncé's personal involvement throughout the
creative and production process is a validation of both her
professionalism and her faith in TBL."Preparation for the performance was a demanding process with all parties involved working at breakneck speed to deliver a flawless show in the limited timeframe. The previously developed rapport between Beyoncé and the TBL team made concepting and experimenting with different ideas a breeze.
"At this point in our relationship, Beyoncé knows that we get her - we understand what she likes, and there is a mutual respect," noted TBL Managing Director/Executive Producer Kenny Pedini. "It's our job to deliver extremely high-end content and to make Beyoncé look good. After all, this is the Super Bowl and Beyoncé - two of the biggest names in entertainment. To say it is an honor to have been invited to work on this project is an understatement. The only thing that could possibly have made this moment any better would be if the Giants had played in the game."
Creative Agency: ThinkBreatheLive
Creative Director/Editor: Andy Jennison
Managing Director/Executive Producer: Kenny Pedini
VFX Artist: Ian Mayer
Compositor: Adam Yost
Assistant Editor: Taylor Landesman
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