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CRASH+SUES' Award-Winning Colorist, SUE, Goes Off-Road With Polaris + Her New Digital Vision-Based Color SuiteThe High Octane Spot Showcases The Company's Veteran Talent + The Capabilities Of Its Cutting-Edge Technology (August 11, 2011)
The vignette-style commercial showcases the "Breadth of Product" Polaris offers and highlights several models in the environments they were designed for. The spot opens with the company's trail-dominating legend, the Sportsman XP 850, cutting through a path in the woods to join other Polaris off-road vehicles in a high-country clearing. Next, the voiceover spotlights the new Ranger 500 EFI, driving into a barn, busy with farm chores, that launches a new group of value-minded Polaris workhorses. It closes with hunters in camouflage driving a Ranger XP 800, the vehicle that heads up a new team of hard-working hunting machines. The tag line, "Polaris: Hardest working, smoothest riding,"brings home the commercial's message.
"Breadth of Product"was shot on location on a Sony HDCAM SR 4:4:4. Additional stills of sky and clouds were captured with Canon's EOS 5D Mark II and used for the time-lapse sky scenes. Assistant colorist Matthew Jensen loaded all the footage onto the Galaxy Aurora SAN, and from there everything was logged and given to C+S editor Carrie Shanahan.
Our clients, The Integer Group's Robert Stocking and Ned Connelly, wanted slightly different looks for the different seasons of the year. For the hunting scenario, we first tried going warm and fall-like tones, and then a cool silvery look,"SUE recalls. "We liked the cooler look, but ended up brightening and warming it slightly. We also changed the color of several of the vehicles, making two red ones green."
The spot marked the first time that SUE employed the tracking and matting software on her new Digital Vision Nucoda Film Master color correction system.
"This is new technology and I'm still experimenting with it, but this project really showed what this system brings to the table,"says SUE. "The difference between the 'befores' and 'afters' is quite impressive. All the scenes had the blackest parts lifted to show detail on the underside of the vehicles; in addition we paid special attention to the skies and made subtle tweaks on the product color."
Adam Celt tracked in product supers for the three shots that had dynamic camera moves. Mark Anderson create the other static supers. Carrie Shanahan, who edited the original: 30 spot, recently cut a: 60 version for the client. Donna Drewick executive produced for CRASH+SUES.
CRASH+SUES is an award-winning creative post and visual effects company specializing in the seamless integration of animation, FX, motion design, color correction, creative editing, finishing and multimedia services. For additional information, contact executive producer Nathan Keech at 612.338.7947 or visit www.crashandsues.com.
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CLIENT/PRODUCT: Polaris Industries
TITLE: "Breadth of Products"
LENGTH: :30 + :23/7 broadcast spots (plus :60 version)
AD AGENCY:The Integer Group/Denver
Director of Integrated Production: Robert Stocking
Associate Creative Director: Ned Connolly
Account Director: Keith Shifrin
PRODUCTION: Streetlight Films/Los Angeles
Director/DP: Nigel Simpkiss/London
DP: Ben Joiner/London
Line Producer: Matthew Lynch/Los Angeles
Executive Producer: Taylor Pinson/Los Angeles
COLOR-CORRECTION/VFX COMPANY: CRASH+SUES/Minneapolis
Junior Colorist:Matthew Jensen
EDITORIAL COMPANY: CRASH+SUES/Minneapolis
Editor: Carrie Shanahan
Online Editor: Ryan Wheeler
Assistant Editor: Matthew Kroese
Executive Producer: Nathan Keech
AUDIO POST COMPANY: Echo Boys/Minneapolis
Music: Echo Boys
Sound Designer: Tom Lecher
Audio Engineer: Ross Nelson
Producer: Sara Davidson
Related Keywords:CRASH+SUES, color correction SUE, Heidi Habben, Nathan Keech
Source:Digital Media Online. All Rights Reserved