Eukanuba Shoot

Combining 35mm and High Definition for highest quality.

Maximum Films, Cape Town, New Moon Television, London and Proctor & Gamble came together in Johannesburg to make a new form of advertising that takes the commercial into the consumers home.

Mike Reynolds directed this 20 minute puppy training video which will be sent out with packs of Eukanuba dog food as a trial.

In this experimental project the new 24P High Definition Camera was used, enabling us to capture a huge amount of high quality footage in this 5 day shoot.

With as many as 55 set ups, of dogs and children, a day it would have been impossible (budget and time wise) to shoot this on 35mm film, the HD camera allowed us to gain hours of footage to cut from.

We spent a day shooting on both HD and 35mm, to be transferred onto the HD format.

Caroline Rowland (Executive Producer, New Moon) carried out tests in London on various materials. It was decided that the highest quality effect was by combining 35mm and High Definition.

The quality of and scope of this camera is phenomenal and will take film/video making into a new dimension, allowing the Director & DOP the time and money to focus more on creativity.

Being able to just roll camera like with video but on 35mm like quality is a director's (and producer's) dream.

Director - Mike Reynolds, New Moon

Exec Prod - Caroline Rowland, New Moon

SA Producer - Liz Bullen, Maximum Films

DOP - Sean Miros

Equipment supplied by Visual Impact U.K / Magus Vision S.A

Visuals Tech Ops

Visual Impact used a DP (Digital Painter) on the set of Eukanuba shoot.

The Value of having an on sight painter adds tremendous value to the production.

We were able to create the best pictures for each situation ranging from straight 700 ASA 5 stops dynamic range to 100 reversals look for the studio shots.

The advantage of doing it on sight meant we could achieve the right feel for the shot according to the scene. When you have the reversal look you tend to light to it and dress the set and artists accordingly.

This is something that's not always possible in post...

We also shot straight with a wider shadow detail to give the postproduction more flexibility.

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Visuals Group Technical Department.