Monday, March 17, 2014

McDonalds’ “SuperGood” Ad Campaign Shot with Blackmagic Pocket Cinema Camera!

In a press release today (see link below), Blackmagic Design announced that the Blackmagic Pocket Cinema Camera had been selected as the POV camera for an upcoming McDonalds ad campaign. During the shoot, the camera was attached to the mouthguard of a motorcycle helmet and recorded first person point of view video in 12-bit RAW, which was later transcoded and graded in DaVinci Resolve 10.

Production Company: Native Sons Films, Woodside, CA for Stern Advertising, LA

Interesting quote from Director and DP Joe Murray of Native Sons Films explains why he didn't use 8 bit cameras or a GoPro:

“I also wanted it to look authentic, as if you are looking through a human eye, not a camera, so the footage had to have a sophisticated, cinematic look. Even though it’s a roving, quick point of view, I didn’t want over sharpened, highly compressed images or barreling distortion with a fish eye look. I wanted a naturalistic wide lens look with correct corners and smooth, high quality images, and I couldn’t have done it with any other tool...” Not bad for a camera that costs less than $1000 !

Full press release with more production photos at here.

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