The Briefing Room

Fans, who want to learn more about NFL stars as people, will be driven in droves to NFL.com once they view the two NFL Films spots for which New York-based production giant Habana Avenue has provided shoot support. With the cooperation of NFL director Jonathan Klein, Habana coordinated the shoots in each of the two players’ cities, securing the talent and locations, prepping sets and providing equipment required to support the spots’ production.

The two commercials star Kansas City Chiefs tight end Tony Gonzalez and Seattle Seahawks running back Shaun Alexander, respectively. As predicted, the shoots went smoothly, swiftly and like clockwork. “We’re known for dealing with stars, musicians and athletes, and have a great track record for having everything ready when celebrities show up on set,” notes Habana Avenue’s Steven J. Levy, who served as producer on the project. “Just turn the lights and cameras on and we’re ready to go. Celebrities really value that because their time is limited, and productions really need to maximize their availability.”

NFL Films DP Hank McElwee helmed A-camera for the two-camera shoots shot in 24p HD with Howard Neef as B-camera operator; Jonathan Klein wrote and directed the spots.

The Tony Gonzalez commercial was shot in the Chiefs’ locker room where he’s watching wide receivers and tight ends catch passes on his laptop. He looks up asking for assurance that “all the other guys are doing this.” A woman’s voice says, “Yes,” and he replies, “All right.” Then the camera pulls back to reveal Gonzalez is getting a manicure. “For more great hands, go to NFL.com,” says the tag line. Variations on the gag had the veteran player asking, “Got a color that can make me faster?” and “This isn’t gonna hurt, is it?” The alternate punch lines were used in 10- and 15-second cuts.

The spot with Shaun Alexander also focuses on his forte. He’s watching action on the field on his laptop, too, when he looks up and asks, “What have you got for me?” The camera pulls back to reveal Joey Fatone, the former In Sync member known for his success on “Dancing With The Stars,” performing some old-school dance moves. Alexander’s one-line replies include, “How about more boogie and less boogaloo?” and “You know I’m doing this in cleats, right?” plus “Was that the Running Man? Don’t think so!” The tag line ends the spot with, “To see more great footwork, go to NFL.com.”

Habana Avenue had to construct a dance studio for the shoot in close proximity to the Sea Hawks training facility, which was too busy to use. “There was a high school gym within walking distance,” Levy reports. “We built a two-wall dance studio in the corner of the basketball gym, laying flooring and putting up a mirror wall and ballet bar.”

Alan Brown, head of production working directly under Kennie Smith of Field Operations at NFL Films, continues to incorporate Habana Avenue into their most exciting and interesting projects. The spots were edited at NFL Films by Charlie Askew.

The possibility of a third commercial in the series was in discussion at press time.

About Habana Avenue

Habana Avenue is a full-service TV, Film, Live event and Concert-experience production company and an Original Content creator. The company has offices in New York City, Los Angeles, Miami’s South Beach and Tampa. It maintains a boutique postproduction facility in Tampa and has postproduction partnerships with the full-service Vidiots in New York City and Mad Toy Box Post in Charlotte, North Carolina. For more information visit www.HabanaAvenue.com or call 212-355-8311.

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