Welcome to the tech side of AD-Venture Video Productions… A lesson in Omni-channel experience with Hedrick’s Chevrolet.
If you haven’t had a chance to check out our recent commercial Style Matters, then check it out here.
Here’s the theater version of “Style Matters”
This elaborate idea came about when we were approached by Time & Space Media and Hedrick’s Chevrolet. The idea developed on how a STYLE of a car says a lot about the person driving the vehicle.
The talent would magically reveal different vehicles as he walked back and forth.
Working out Logistics
Now technically speaking, we had to create a way to make this all work with no cuts or camera changes.
Through scouting and collaborative planning we had a idea in place. What was essential to this was having right vehicles and speed to allow the idea to develop within a 29.97 second time frame.
Day One: Location Shoot
Once everything was in place, it was time for the execution of everything. This was shot over the course of two days. For the first day we needed to shoot all of the background elements which included the dealership showroom, 3 vehicles and the actress interacting with each vehicle. Finally the last scene for when the talent addresses the audience in the movie theater.
Day two: Green Screen
Day two consisted of green screen elements in the largest green screen in Central California. For this day it was also essential to use our Tricaster 860 system which allowed us to live comp our talent into the background elements. It was a huge help to pre-visualize the end result with our clients in the studio.
Once our greenscreen elements were shot we moved to using the Tricaster 860 for the final shot of having our announcer talent address the audience once we break the fourth wall in the movie theaters. We had manipulated a Virtual set within our Tricaster 860 to look like a real movie theater.
The reasoning for producing two different commercials was so our audience didn’t have the same experience on two different platforms and ignore it with the rest of pre-roll commercials before the movie. Everyone at a movie theater has most of their attention on the phone before a movie starts. It helped in two ways: by addressing the audience to turn off their phones and draw attention to the movie screen for the messaging of Style Matters.
Thank you for taking the time to read this blog and stay tuned for more.
Premiere Pro CC
After Effects CC
Canon 5D Mark III
Blackmagic Production Camera 4K
Tameron 24mm – 70mm 2.8 lense
AD-Venture Video Productions Green Screen studio
Sennheiser lavalier mic