Buyers Guide: Bob George
Media 100i, Cleaner 5 Speed BMW Streaming
by Bob George
Director/Cameraman Setterholm Productions
MINNEAPOLIS
Setterholm Productions is a full-service television
commercial production and post-production company based in Minneapolis.
Recently, we collaborated with advertising agency Fallon on the
largest online ad campaign to date.
The commercial campaign for BMW features original
6- to 7-minute action films directed by top feature film directors
including John Frankenheimer, Ang Lee, Wong Kar-Wa, Guy Richie and
Alejandro Gonzalez Innaritu, and executive produced by director
David Fincher.
For each film, we are created a total of 19 streaming
segments that are available for viewing in QuickTime, Real and Windows
Media formats at www.bmwfilms.com. We are also outputting
a full-screen QuickTime version that can be played using BMW’s
proprietary player, which can be downloaded from the site for a
truly film-like experience.
Each film also has accompanying sub-plot sequences
and a trailer. A "making-of" program on the films and
a driving technique video for the vehicles are available on the
site as well.
WIDE SCREEN
We received films shot in a wide screen aspect
ratio 2.35 to 1, and from this footage we were able to deliver sequences
at 800 x 340 resolution to play online as they would appear on a
cinema screen. To optimize and compress these films for BMWfilms.com,
we utilized technologies from Media 100. Media 100i and Cleaner
5 enabled us to maintain as much of the original quality as possible
when compressing the films for the Internet.
We took the DigiBeta masters of each film we received
and brought them into Media 100i using the lossless board, which
enabled us to maintain high image quality throughout the transfer
process. Once the footage was imported, we made reference clips
and started processing them in Cleaner.
I was processing movies on two different Media
100i systems and one PowerBook G4 using the transcoder. Once you
get a feel for the footage and where the movement is, it becomes
easier to predict what the frame rate needs to be. So with a bit
of trial and error, I was able to output a lot high quality compressed
data in a very short amount of time.
Although other programs will compress clips, nothing
else supports a 3:2 pull down on film footage and a native 24 fps
movie like Cleaner 5. The output quality in Cleaner 5 is excellent
and it takes care of extra frames and de-interlaces beautifully,
leaving you with a crisp, clean sequence.
NO JAGGIES
Unlike other compression solutions, Cleaner 5
enables output of pristine frames without the jagged edges around
objects that often plague Internet-streamed content.
Working with Media 100’s applications has
enabled me to transition my skills as a director and cinematographer
into the realms of digital editing, effects creation, encoding and
other valuable digital production skills. In working as a director,
I have sometimes been confronted with budget-challenged spots and
purchased my first Media 100 several years ago so that I could finish
my own spots and save clients money while still delivering a high-end
product.
For commercial work, I often work in After Effects
or Combustion for compositing and I can access those applications
easily and quickly through Media 100i.
For both our commercial and streaming projects,
Media 100i and Cleaner 5 have been valuable assets in our production
facility, and we look forward to future innovations from the company.■
Bob George is a director/cameraman for HOW
LONG THERE? Setterholm Productions and has been with the company
for seven years. Prior to that, he was a director and DP at WCCO
in Minneapolis. Bob can be reached at bgeorge@qwest.net.
The opinions expressed above are the author’s alone.
For more information, contact Media 100 (508-303-4605,
www.media100.com)
Author contact info:
Bob George
115 N. 5th Street
Minneapolis, MN 55403
612-338-4656
bgeorge@qwest.net
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