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Nice Shoes Imagery in HD Spots for Aquos LCD TVs

(July 20, 2005)

Demonstrating its ability to meet all the needs of its clients, Nice Shoes, the leading full service post production house in New York City, recently provided high definition and standard definition post production services for a group of spots for Sharp Electronics and Wieden & Kennedy, New York, that are part of a global advertising campaign promoting Sharps Aquos liquid crystal televisions. Artists Rich Schreck and Kevin Wade collaborated on the project, conforming HD and SD versions of five spots.

The spot Stage shows unattended cameras set up at Disney Hall in Los Angeles, the Mall in Washington DC, the Rose Bowl, a movie set and other sites?all devoid of people. ?With so much more to see, queries the voice-over, ?shouldnt you be watching it on the Aquos liquid crystal television from Sharp? Other spots in the package focus on news, sports and entertainment venues.

With the greater number of pixels in HD television, tiny details are brought to the surface and made highly visible, details that would be unseen in standard defintion television.  As the ads were not only intended to air on HD television outlets, but were also advertising an HD product, every frame had to be pristine. For some scenes, Schreck and Wade combined portions of multiple telecine passes to obtain optimal color values. Similarly, they touched up tiny flaws in the imagery.

For the hero shot in Stage, a dramatic image of SBC Park in San Francisco, Schreck spent considerable time in enhancing the empty stadium. ?We altered a lot of signs and images on the scoreboard, Schreck said. ?In SD, those details might not have been apparent, but in HD, they were very clear.

For the final shot in each spot, a pullback from an Aquos television, Wade set images of the Aquos logo and website address into the 2k monitor image and animated reveals.  More information on Nice Shoes may be found at


Title:                             Stageł Lincoln, Disney, Rose Bowl    

Length:                         :30, :15

Client:                           Sharp Electronics

Agency:                        Wieden & Kennedy, New York; Kevin Proudfoot and Todd Waterbury, creative directors; Jon Zast, art director; Andy Carrigan, copywriter; Jesse Wann, producer.

Production Company:  foreign films@cyclops, New York. Matthias Zentner, director; Stefan von Borbely, director of photography.

Editing Company:         Mad River Post, New York. Stephanie Dumonceau, editor.

Music Company:          Endless Noise, New York.

Post Facility:                 Nice Shoes, New York. Rich Schreck and Kevin Wade, visual effects artists/compositors; Pat Portela, executive producer.

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Related Keywords:Nice Shoes, Wieden & Kennedy, Rich Schreck , Kevin Wade


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