JMS Group was recently approached by Premium World to produce a commercial for their football-themed board game, Super 11. We have a lot of experience in producing children’s TV commercials (Sequin Art, Rubie’s Fancy Dress, Rollers to name a few) so we came easily recommended by Guerillascope.
The game itself is a fun mixture of tactics, skill and luck. We were tasked to create a concept that would portray the quality of the product in an edgy, stylish manner, which would appeal to kids and adults alike. The client chose our concept ‘In The Zone’ as it subverts the viewers expectations – instead of the players emerging onto a football pitch they enter into a domestic setting, bringing the energy of a real-life match into a home environment.
The changing room set and tunnel were both built entirely in our studio. A combination of quick cuts, macro shots and an emphasised use of sound effects make for an ‘Edgar Wright’ (Spaced, Hot Fuzz, Shaun of the Dead) inspired intro to build the tension.
These commercials air on Friday 27th May on Discovery History, Cartoon Network, Disney XD and KIX.