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Sony XDCAM PMW-F3 CineAlta
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Old August 29th, 2011, 10:14 AM   #1
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NFL TV Spot shot with F3

This is a TV spot we shot for the Green Bay Packers using the F3. It was shot on a blue screen, couldn't use green due to all the green items and clothing. We did not use an external recorder so this is all shot at 4:2:0. Still awaiting our PIX240 to do 4:2:2. But we are very happy with the results with the onboard codec, it keyed nicely.

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Old August 29th, 2011, 03:57 PM   #2
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Re: NFL TV Spot shot with F3

That looks excellent.
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Old August 29th, 2011, 04:25 PM   #3
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Re: NFL TV Spot shot with F3

I was going to say that I could see some fringing, but then I realized it wasnt playing back in HD haha, problem solved.

Looks great, nice dosage of after effects - What keyer did you guys use?
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Old August 30th, 2011, 10:12 AM   #4
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Re: NFL TV Spot shot with F3

We used KeyLight in After Effects. But more than the keying program the blue screen and lighting were the real key elements in getting a good key.

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Old August 31st, 2011, 11:44 AM   #5
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Re: NFL TV Spot shot with F3

GREAT TVC except for the team :p

Can you provide a little info: did an ad agency provide direction or how & who came up with the theme & direction? How many AE artists were involved and how long did it take to design the motion graphics?

Personally, I don't like it when a client asks me to create the theme without any direction from them and then they don't want to pay me for these additional services outside of building the spot. The worst is political 'build a spots' where I get only a script for VO and must design everything myself (usually within 24 hours, or sometimes 2 days). However, the standard pay for these build a spots is $2500-3500 not including stock assets and VO; so, I can't complain too much.
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Old September 1st, 2011, 08:27 AM   #6
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Re: NFL TV Spot shot with F3

I am happy to say that the budget for this spot was much more than the budget you mention. So we had plenty of time for storyboards and upfront preparation. We worked with an agency on the concept which followed in line with the spots we created for the Packers last season.

So along with the agency we drew up the ideas and presented them to the client. I guess we work in a different way, most clients we work with want us to tell them what they want rather than the other way around. That is part of what we get paid for up front before the shoot and post production even happen.

Some clients come in "knowing" what they want. But most don't and want direction from us and or the agency involved. We work both directly with a client or like in the case of the Packers we work through their agency.

After the shoot a few weeks were spent on the motion graphics going back and forth between us and the agency before it was ready to show to the Packers. Who made one minor tweak before they went to air.

If you really want to get bigger budgets for your work pre-production/storyboards etc. are essential. IMO. The more you offer a client the more you can charge and the better the final product is. We try not to specialize in bang it out low end spots, I'd rather we spend our energy on the bigger budget spots and just do less of them.
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Old September 1st, 2011, 02:26 PM   #7
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Re: NFL TV Spot shot with F3

I didn't mean to say that a 30s spot should cost any where near $3k. I have an idea how much this cost and its always great to have a client who knows that this is money well spent.

However, I still don't like the team :p
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