Creating the right image

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Producing a corporate film requires various elements such as visuals, sound bytes, music and 3D to be brought together and this can only be done if one has the right tools at their disposal, claims MD Hamish Adam, who has invested in production and post production kit that supports 1080i HD.

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Managing director Hamish Adam says his kit is only used for the company’s in-house productions.

One attractive shot in the film is where the construction workers walk in from the shadows into the construction site. The shot is almost reminiscent of a band of secret service men going on a mission in your typical Hollywood thriller. The corresponding music adds an element of mystery to the scene as well.

“It’s all done inhouse,” Adam explains.

Equipped with four Avid Adrenalines connected via fibre to an Avid Lanshare as well as an Avid DS version 10, Adam claims the facility is well equipped to meet the demands of any post production challenge. Besides the four Avid editing suites, the facility includes suites dedicated to Protools and Maya as well.

Director Greinar explains that several different applications were used in post to create the final look of the film.

“We used several different applications depending on which was the most convenient to get the job done. We used the Avid DS Nitris and Adrenaline, the Eyeon, the Boujou Silver Bullet, Ozone as well as Maya to put the whole thing together,” explains Greinar.

”Perhaps the most time consuming was adding 3D elements to the film,” he adds.

One issue that needed to be addressed was the landscape itself, Greinar continues.

The UAE’s grim silver grey skies needed to be reworked in post to appear more warm, welcoming and moving to the human eye.

A look at the raw footage and a glimpse of the stunning transformation achieved in post with heavy grading is a reflection of how much images can be manipulated at the editing table. Grey skies and dusty environments have been replaced in different sequences with beautiful sunsets, blue skies and clouds.

Macmillan Adam has cleverly cut between construction work and Dubai’s landscape. In addition to this, short spurts of interviews with some of the key people at the company as well as the attempt to show that the company cares for its workforce reinforces the human element in the video. “Everything came together in post; this has been our forte all along,” explains Adam, although the company produces all of its films and received the keys to its new production unit at Dubai Media City last month.

It is often thought that there’s more excitement, stunts and effects in TVCs. A look at the corporate videos made at this facility, however, shows that making them calls for greater imagination and script writing skills to bring life into what could easily be a boring narrative.

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