Feb 5, 10:24 pm
A :30 Spot for Ryland Homes
Creative Director Pete Masem of Denton Company, Tampa, FL, contacted DVM through a referral and soon after hopped on a plane headed to Greensboro to get the project underway.
After an afternoon of looking at story boards and location scouting, we knew we would have to work fast to shoot 3 different locations with multiple setups all in one day. But with an experienced crew and shot pre-planning we felt pretty comfortable we could keep it to a one-day shoot.
The following morning was an early start. Our first shot was an exterior of one of Ryland’s Model homes. Once again the Panasonic Varicam was used for acquisition and it did an amazing job. Even in the sub-freezing temperatures. Unfortunately for this first shot, mother nature refused to give us the beautiful sunrise sky as seen in the postcards. It was dull and grey. We all had concerns about the final outcome, but we assured Pete that we could take care of it in post. Back at the studio Tim did a seamless job replacing the dull sky with a much more picturesque one. Take a look.
Sky replacement – Quicktime
Sky replacement – Windows Media
After the exterior shots, we moved inside. Day scenes were lit primarily with HMI’s as motivated sources with occasional tungsten lamps making their way into certain shots. It was important for us to be able to get as much of the home in the frame as possible so we utilized a Fujinon super-wide 4.5mm HD lens on the Varicam. The lens also gave the homes a bit more depth. Combine that with some subtle dolly and jib arm moves and we were easily able to capture the beauty of the Ryland homes and service center.
After 3 locations and 7 different set ups it was a wrap and Pete Masan and the folks with Ryland Homes were all happy campers. (group shot) Pete enjoyed his experience with DVM so much that he decided to fly back to Greensboro the following week for the edit, which was initially going to be handled in Florida. Good call, Pete. I’m sure it was Tim’s sky replacement that sold him on the post work… or maybe it was our coffee selection. The commercial aired regionally on the local FOX, NBC, and ABC affiliates.
Producer: Pete Masem, The Denton Company
DP: Council Bradshaw
Key Grip: Tim Snider
Assistant Grip: Vince Gonzalez
Sound Design: Ron Rose Productions (www.ronroseproductions.com)
Editor/Post Superviser: Tim Snider
Check out the final spot.
