Multimedia
Blogs
Forum
Affordable HD
Whitepapers
Newsletters
Events
Advertisers
DCP Directory
MillimeterMark In
Jan 1, 2008 12:00 PM
What camera was used to create an in-store and online multimedia branding campaign for Journelle?
Panasonic AG-HVX200
For the launch of New York-based lingerie brand Journelle, the company enlisted the expertise of designer, producer, and director Gabriel Winer (gabrielwiner.com) to design a video installation that would capture the store's brand. Shooting with a Panasonic AG-HVX200, Winer designed and produced five videos, titled Five Women, that would be projected onto a specially designed glass screen in the store.
The glass screen allows the video to be seen from both sides, so whether you are in the dressing room or in the retail area, you can watch the video. A short-throw NEC WT610E projector is mounted in the dressing room only 10ft. from the screen, which prevents passerbys from casting shadows on to the screen. Because it is made up of antireflective glass and a prismatic film, the screen doesn't lose any light. It also splits the light, so both sides of the screen are equally bright.
Shooting with the HVX200 and offloading to P2 cards allowed DP Noah David Smith the flexibility the project required.
“The idea is create as much content as possible. It was basically fast content production because we had to create a lot of stuff in two days. The DP was doing all the downloading himself,” Winer says.
Winer edited the videos on a Mac Pro system using Apple Final Cut Pro and Color. Because the videos would also be played on the company's website, www.journelle.com, Winer created two versions. The 5- to 10-minute in-store versions required a slower pace to match the relaxed mood of the store. They also needed to be oversaturated to make the installation stand out, taking into account the store's ambient lighting. The web versions, however, needed to be faster paced, so Winer cut them to a minute and a half and color corrected them for the Internet.
Winer will create new films every few months until Journelle has 20 films in its database to play at the store and on its website. “The idea is that you could go [to the store] and never see the same thing twice,” Winer says.
