Production Notes
“The Future is Here: Next is Now” (for Rogers Communications in Canada) was one of those video production concepts that sounded like it ’should work.’ But nobody knew – for sure. In hindsight, we’re thrilled with how it turned out, but it wouldn’t be new and innovative as a production style if it was guaranteed to work. Nor as much fun. Thanks to our colleagues and client for having faith.
We knew there had been an appetite for online video content driven by technology and social media stats. But there was little desire to replicate that. And besides, the ‘Did You Know’ type videos were missing some humanity, that emotional visual narrative and story arc I’m soo huge on.
So why not project factoids on real people and things. Which several camera tests later turned out to be easier said than done. We had originally considered using gobos (projecting light through a shape) but realized we needed alot more slides and alot more flexibility. So we ended up with a digital projector – sorry to ruin the magic but it was the projector from our office at Thornley Fallis / 76design in Toronto.
So off I went with my shooter to shoot onto the side of a moving subway car. Lesson 1: power inverter not enough – loud gas guzzling generator would be needed for our projections. Lesson 2: stay clear of sonic boom like backfire.
Our guys produced some test slides, but we realized what a challenge readability was becoming. To read and digest complex data is one thing, but add the distractions of real life urban landscapes, and light and dark contrast all over the place, and it was hard for the viewer too absorb anything.
More tests.
We eventually found the right tolerance of distraction and contrast, and we’re happy if most people can digest most of the data. To enhance the readability in post-production, we played with the contrast and also key frames to slice and dice our framing.
So I think/hope we succeeded on the readability side, but even more important that people ‘feel’ the visual story that is unfolding.
Enjoy Next is Now and share it with anyone interested in this stuff.
Mike Edgell
edgell(at)thornleyfallis.com
