Monday, June 24, 2024
Subscribe Now

Voice Of The Crew - Since 2002

Los Angeles, California

HomeIndustry SectorCommercialsChicago's Optimus Uses FilmLight's Baselight to Craft an American Icon

Chicago’s Optimus Uses FilmLight’s Baselight to Craft an American Icon

-

Optimus uses FilmLight's Baselight as part of its workflow for commercials, including this ad for American Family Insurance.
A new campaign for American Family Insurance evokes the company’s association with heartland values through finely crafted images of factory workers, motorcycle riders, newborn babies and kids diving into swimming pools. Conceived by Ogilvy & Mather, Chicago, the campaign involved a seven-day shoot in Wisconsin, Indiana and Michigan. Post work was completed at Optimus, Chicago, through a workflow anchored by FilmLight‘s Baselight color grading system.

Principal photography was recorded with an Arri Alexa camera, with some scenes captured on 35mm film. At Optimus, original production elements initially went through a dailies color pass, performed by Ken Wald on a Baselight Transfer system. “It worked beautifully,” recalled Optimus associate colorist Joel Signer. “We applied dailies color and made DNXHD files for editorial. We were getting camera elements every day and were able to turn them around at faster than real time so that our editor, Mike Berg, could immediately begin cutting.”

After the spot was cut and conformed, it was moved to a Baselight EIGHT system for final grading. “We performed the grade with the agency’s creative team in attendance, and they were able to see everything in the context of the cut,” Signer explained. “To be able to watch the cut in the grading suite is one of the great benefits of Baselight. We’ve been using this workflow for three years and our clients have gotten very used to working this way. They appreciate it very much. They don’t have to wait for us to switch reels or worry about what format was used to record the material.”

From a creative perspective, the post team’s goal was to bring out the iconic quality of the imagery. “Every shot is a hero shot,” Signer said. “Our job was to make it all look great.”

- Advertisment -

Popular

Vicon Introduces Mobile Mocap at SIGGRAPH

1
Motion capture systems developer Vicon is previewing a futuristic new “Mobile Mocap” technology at SIGGRAPH 2011 in Vancouver. Moving mocap out of the lab and into the field, Vicon's Mobile Mocap system taps several new technologies, many years in the making. At the heart of Mobile Mocap is a very small lipstick-sized camera that enables less obtrusive, more accurate facial animation data. The new cameras capture 720p (1280X720) footage at 60 frames per second. In addition, a powerful processing unit synchronizes, stores, and wirelessly transmits the data, all in a tiny wearable design.

Beowulf and 3-D