Full Service Post House Furthers Its RED Camera Expertise with Six Spots For World Renowned Cooking/Restaurant Management Education Program
New York, NY - For Jeff Beckerman, Creative Director of BOND (http://www.bondedit.com), the full-service post house featuring creative editorial, finishing, design/motion graphics and audio post, 2009 will likely be remembered as the year the RED Camera truly came into its own as the go-to production tool for commercial production. Further evidence of that is found in the new six-spot campaign for New York's French Culinary Institute (FCI), created by Fly Communications, New York. The campaign marks the fifth RED Camera project BOND has posted, and further solidifies the company's reputation as the premiere post house on the East Coast for RED Camera projects.
The FCI campaign, edited by BOND's Gustavo Bernal and directed by Fly's Ben Cruz and Hernan Otano, features restaurateur Danny Meyer, owner of the Union Square Cafe and 11 Madison Park among others, talking directly to the camera about the personal choices he made that led him restaurant success and how important is to have an industry education. Intercut with his testimonial is a montage of shots of life inside his restaurants - from the waitstaff to the bar to inside the kitchen.
For Bernal, the challenge to this project was not the use of the RED Camera, but rather RED plus several other formats including time lapse photography shot at 10 frames per second, jpegs from a digital still camera and XD Cam. Making all those different formats work together in a seamless way proved a painstaking process.
"We needed to make everything look like the RED footage," Bernal said. "We designed a proper workflow and the DP did a very good job, but there were many inconsistencies between the footages in terms of light and contrast, The XD Cam footage always seemed to look a little greenish, for example. Plus, all of the footage had different aspect ratios, frame rates, color schemes, etc. It was a painstaking process involving essentially a different color correct for each format that all had to match the RED. Adding to the challenges was that we only had a few weeks to produce all six spots. It was daunting but we did it, and through it gained even more insight into RED and why we see it as a total game-changer in the commercial production and post."
"While many post houses are beginning to dabble in the 'science' of RED, BOND has already put five RED based projects under its belt and we are extremely up to date on the detailed complexities of post production with RED and its related software," Beckerman said. "Our understanding into the RED process is so deep that we have collaborated with both RED One and AVID to fine-tune the current version of the RED/Avid workflow."
About BOND:
From inside their beautifully designed 6,500 square foot studio, BOND (http://www.bondedit.com) - the creative editorial/post house founded in 2006 by editor Jeff Beckerman - lends its versatile talents to the best in cross-platform advertising and entertainment. They offer clients a full menu of creative services, including editing, graphics, motion effects and sound design/audio post. For more information contact Executive Producer, Stephanie Shayne at stephanie_shayne@bondedit.com or 212-533-9400.
Web Resources:
Click here to watch the FCI Spots:
http://www.bondedit.com/bondshow/BondShow_RED/FCI.html
Click here for more info about BOND:
http://www.bondedit.com
Click here for more info about Fly Communications:
http://www.flycommunications.com
Creative Credits:
Client: French Culinary Institute
Project: Six-spot campaign
Agency: Fly Communications, New York
Creative Director: Ben Cruz
Directors: Ben Cruz and Hernan Otano
Post: BOND, New York
Creative Director: Jeff Beckerman
Editor: Gustavo Bernal
Producer: Amy Kommatas
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