7/21/2009 4:31 AM
Spots & Content, Habana Avenue's brand-and-ad production hotshot division, has snapped the NeoCon 2009-hosted tabrasa(tm) wallboard/social network extravaganza for DMD Insight at The Merchandise Mart in Chicago this month.
An exhibit panel coated with tabrasa(tm) by IdeaPaint, the miraculous new professional dry-erase paint that transforms any smooth surface into a seamless dry-erase board, was adorned (at MDC Wallcovering's showroom) with artist Phil Lubliner's Twitter-requested drawings. MDC Wallcovring is the exclusive distributor of tabrasa(tm).
tabrasa(tm) is ideal for agencies, production companies, and photo studios; anywhere that creative ideas are always in motion. According to director of photography Tom Ierna, the 2-day time-lapse production was slated to "highlight the flexibility of tabrasa(tm)-covered surfaces." Thus, the shoot had to distill the impromptu, illustrative excitement beckoned and rendered for the water-based wonder at the popular interior design confab.
Following detailed preproduction, the physical location had been found to be an obstacle, because the only space available for Ierna to mount the camera a short 6 feet away from the illustration wall. "We'd needed to capture a full 12 feet of wall," he explains. The main challenge was to make sure the lensing would provide enough coverage.
Over 25,000 frames were shot using a Canon EOS 5D Mark II camera body outfitted with a Canon 14mm @ 2.8 rectilinear lens. Of these, many thousands were stitched together using an Apple QuickTime Pro-based workflow.
"What's interesting about S&C," contends digital media veteran Ierna, "is that they're able to choose the best people for organization under their umbrella. In addition, they work on spots, live events, viral, post, long form...even print. This gives them the in-house ability to address a project with the top-most thoroughly integrated solution in a any media space."
Eric Teng, DMD's executive creative director for the MDC Wall covering/ tabrasa(tm) job, found Ierna's knowledge and demeanor to have contributed to a smooth, stress-free shoot. "He went above and beyond what was called for. I'd work with Spots & Content again, for sure!"
Spots & Content is the first of a number of companies being launched under the Habana Avenue Network of Companies as part of Habana's expanded offering of integrated production services. For more information on Spots & Content or to receive a reel, please call 877 SPOTS 01.
Habana Avenue is best known for producing national network broadcast opens, commercials, live events, corporate long form films and national sales meetings. They are a full-service media and concert-experience Production Company and an original content creator. The company has offices in New York City, Los Angeles and Tampa. It maintains a boutique postproduction facility in Tampa and has a postproduction alliance with the International Editorial, Design and Finishing house that is RED CAR.
For more information on DMD Insight, visit www.dmdinsight.com.