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Reader SurveyCommercial Calls for Multi-media Recording and Custom Camera System
May 22, 2007 12:01 PM
When Co-directors, Steve Osborn and Zach Passero of El Paso, Texas-based Tortilla Productions were first approached to produce a commercial campaign for their clients Helen of Troy and TIGI, they knew that one format wasn’t going to be enough to capture the individualism and cutting-edge style that their clients are known for nationwide.
First and foremost, the five national spots had to be edgy; so when it came to considering formats, Osborn and Passero chose to combine 35mm film and HD technology. While this idea isn’t anything new, the method of cinematography they created for this two-day shoot was innovative.
Using an Arri 435 film camera, and a special array of nine strategically placed Panasonic HVX-200 HD cameras provided by MPS Studios (Dallas), the directing team created a phenomenal look. The commercials first reveal models preparing for a night out on the town using Bed Head’s new line of hair-styling tools, but then surprisingly the screen flips, creatively changing locations and talent.
Osborn and Passero used film to create the feel and atmosphere needed for the club scenes; while the nine-camera array was used on greenscreen days and was essential in generating the special effects they required. The array captured mosaic scenes that could then be reassembled and manipulated in post.
“I’m not always sure how to best describe this, and I’m not claiming that we are the first to do it; but it is a fairly new and unique look that hasn’t been exhausted in the marketplace,” Osborn says. “What is new to this technique is co-director Zach Passero’s proprietary software that he created which allows us to effectively reconstruct a unified picture out of the images from the nine camera array in post.”
To successfully create the look, Tortilla Productions used and relied on the equipment and technical support of MPS Studios. “I’ve had a long-standing working relationship with MPS Studios, so, of course I called them first,” Osborn says. “I don’t say this lightly, but I honestly feel we couldn’t have taken on this challenging shoot without the assistance of MPS’s full-service facilities, our producer, and talented Dallas crew.”
Marc Stephens, vice president of operations for MPS Studios, played an intricate role in providing technical support. “When Steve and Zach came to us with the idea of combining media and using 11 cameras, we immediately discussed recording options and processes for downloading footage,” Stephens says. “Ultimately, Tortilla chose to use [Focus Enhancements] FireStores and download to hard drives onset. Our team assisted in the transfer of footage and subsequent archival. The entire process was seamless.”
The highly anticipated spots are expected to be unveiled nationwide by the end of May, with additional footage on the web and promotional pieces in stores where products are sold.
