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Leitch's VelocityHD and ahc Post Rock With Virgin RadioDelivers three commercials for UK rock and pop station Virgin Radio (September 01, 2005)
Leitch Technology Corporation, a leading provider of SD/HD solutions for professional digital video, recently joined forces with UK HD facility ahc Post to deliver three commercials for UK rock and pop station Virgin Radio. The three pieces, produced by TENFOUR Media for 'The Music We Love' campaign, were shot in HD and edited on VelocityHD at ahc Post.
Each commercial shows someone who appears, at first glance, to be playing in a stylized music video. When another person passes across the frame, the scene changes, and the supposed 'Rock Legend' is revealed to be an ordinary individual in an everyday environment who has been 'transported' by Virgin Radio. A cleaner sings using the handle of her mop as a microphone, a postman plays 'guitar' with a poster tube and a drummer beats out the rhythm with sticks that are actually wooden salad servers.
For both budgetary and creative reasons, the decision was made to shoot in HD, prompting TENFOUR Media to approach Leitch to consult on various issues surrounding HD post production. Leitch's HD editing system, VelocityHD, had been installed at ahc Post, thus providing an obvious choice for the edit. The facility is well-known for its HD work, where credits include a wide range of projects comprising of documentaries, commercials and features.
"When I worked on my first HD job four years ago, I never dreamt that I'd be able to replicate the speed at which I could work at SD. Now with the VelocityHD, I can cut HD footage and add transitions and effects, all without rendering - true real time," commented Victor Riva, editor at ahc Post. "This is one of the few boxes I've seen where 'real time' actually means 'faster than real time.' This was a great job to launch the VelocityHD with. Being able to create an HD edit from scratch, at full resolution, without having to worry about render and storage issues gave me a tremendous feeling of freedom."
Paul Rushforth, project manager at ahc Post, continued, "It was a demanding first outing for our VelocityHD system, and it stood proud. It has found itself a very important place in our existing workflow, taking work away from other suites due to its speed and ease of integration."
"VelocityHD is a format-flexible non-linear editing system that delivers an exceptionally powerful and affordable HD/SD editing solution," said Randy Fowlie, Leitch vice president and general manager for Digital Media. "We are delighted that ahc Post used VelocityHD on this important project, as it highlights the benefits such a dynamic system can bring to the table."
VelocityHD combines the innovative Altitude hardware platform with the acclaimed Velocity software interface, and features full-quality, online playback of two HD video streams, two dynamic HD graphics streams, and true real-time HD transitions and effects including color correction, speed changes, optional 3D DVE and more. VelocityHD's real-time performance guarantees instant, full-quality playback on the video monitor, with no rendering required for final output.
The campaign is currently airing on ITV in the London area, with a cinema release to be launched later in the year.
Client: Virgin Radio
Agency: Think Farm
Production Company: TENFOUR Media
Directors: Jack Cole, Stian Smestead
Producer: Sarah Reed
Post Production: ahc Post
Editor: Victor Riva
About ahc Post
ahc Post is an HD boutique facility with over 3 years HD experience. Created by MD Andrew Cummings, and expanded through a merger with X-Ray FX last year, ahc Post has grown to be a major player in the HD arena. ahc Post strive to be at the very forefront of HD technology and were the first company in London to introduce both the VelocityHD and Quantel's EQ systems. With its tailor made workflow model, ahc Post consistently deliver a range of projects, from commercials to features and everything in between.
About TENFOUR Media
TENFOUR Media is a niche production house delivering highly finish, high value commercials and video. We understand vision and brand. This thinking informs and drives not only the work we do, but also the creative solutions, making them more potent, relevant and meaningful as a result. Our depth and breadth of experience and youthful outlook provide the backdrop to all our work.
About Leitch Technology
An industry leader for more than 30 years, Leitch Technology provides high-performance, multi-format solutions for professional digital video. Through its two business segments - Digital Media and Infrastructure - Leitch offers standard-definition/high-definition (SD/HD) products and systems that enable media companies to streamline workflow from production through transmission. Leitch offers a comprehensive, award-winning portfolio of processors, routers, servers, graphics and editing solutions, master control and branding systems, digital signage, network monitoring and control software, and test and measurement instruments, along with premium customer support.
For more information visit www.leitch.com.
Related Keywords:Leitch, ahc Post, VelocityHD, Virgin Radio, TENFOUR Media, non-linear editing, transitions, effects, color correction, 3D DVE,