The weekend is here and in my neck of the woods its going to be unseasonably cool and rainy. That means I’ll be spending plenty of time inside reading and watching videos. One that I’ll be spending ten minutes with is the video below. Tony Zhou How does an Editor Think and Feel?. Zhou has been a professional editor for ten years, and in this ten minute video he discusses things like, How do you know when to cut?” Is it instinctual? Is it experience? Is it training? So how does an editor think and feel? I’m going to find out.
M4 Factory Trailer.
The video below shows how post production can make a video. Directed by Allesandro Pacciani this spot for BMW’s M4 is a masterful blend of live action shots, post production CG, clever editing, and sound design. The M4 was shot on a racetrack that had been specially prepared for the shoot. The environment is a refinery is all fake 3D modeling that is highly detailed and filled with hundreds of CG lights. The lights had to be mapped and rendered on to the car in post, the track had to be stripped away and replaced in post, and the entire piece had to be finished in a way that feels real. The result is a spectacular 30 second spot for BMW. Pacciani has created a dark and moody spot that highlights the performance of the M4 as it navigates through a foggy, mysterious environment, all in a 21 x 9 aspect ratio for cinematic effect.
At the beginning of the spot there is a clever tag, “This content is Rated M” appealing to those who know BMW. There spot is steeped in BMW’s racing heritage which helps sells the power of the car to the intended audience. There is a video game quality to this that will appeal to a younger audience that aspires to own an M4 as well as an established audience that still plays games like Forza and can afford the car now. Solid advertising without the need for a single voice over or hard sell line.
Sometimes the simplest looking things, can be the most complex to produce. The video below is one of them. This features a blend of live action, animation, and stop motion, but the real magic is the seamless editing that took place to pull this off. This TV commercial is for Antartik, a new line of notebooks for Liderpapel. Directed and animated by Lucas Zanotto for BBDO and Passion Pictures London it really demonstrates the attention to detail and craft need to pull this off. There is no mention of an editor in the Vimeo credits so I’m going to assume it is Zanotto. After you watch it, do yourself a favor and scrub the through the video to see the change points.
Welcome to Firefox and the Making of.
This spot for Firefox cold have been done with 3D animation and other CGI tricks but it wasn’t. There is something very refreshing about the number of spots I am seeing that are live action shoots enhanced with some rock solid post work. The two videos below show the finished piece by Vallée Duhamel and the making of video, which shows just how much hand work went into the crafting of this 60 second spot.