Advertising Agency
Pioneers Use of High Definition for Commercials To Lower Costs for
Clients
LOS
ANGELES - (December 6, 2001) - While high definition televisions
sets and network hi-def (HD) broadcasting are slowly coming to living
rooms across the country, The Phelps Group, a Santa Monica Calif.-based
integrated marketing communications agency, is pioneering the use
of HD by advertisers as illustrated by the recently completed television
commercial for PETCO that utilized Phelps' in-house high definition
capabilities via a Panasonic DVCPRO HD-based workstation. And it's
not for the reasons one might think.
PETCO, one of the nation's
leading retailers of quality pet products and services, wanted to
test an advertising concept before going national. Because of the
high costs of shooting and processing film, telecine costs -especially
for a one-market test, the PETCO team at The Phelps Group shot the
commercial in HD using the Panasonic 720p variable frame rate camera,
which reduced production costs, while maintaining the film-like
quality and high resolution the client required.
"We
were happy with the results. The spot looked just as good as film,
but we were able to get it done faster and cheaper due by using
the agency's HD facilities," says Bruce Jesse, vice president
of marketing and advertising for PETCO.
"The HD format,
while growing rapidly, is still in its infancy in terms of HDTV
sets in American's homes," says Ted Schilowitz, the commercial's
director/producer and HD specialist at The Phelps Group.
"We see the real
benefit, at present, for the HD format in the production process.
There are clear advantages in terms of time and expense, and once
advertisers see the quality of HD production, they will come to
realize that shooting video instead of film is no longer a compromise,
as long as it's HD. If George Lucas has made it clear that he's
only going to acquire on HD, then I'd say we've finally crossed
the line," Schilowitz stated.
About the HD Bay at
The Phelps Group
The edit bay offers several options for editing in high-definition
and standard-definition formats. For HD production in 1080i and
720p formats, a Pinnacle Systems CineWave HD capture board coupled
with Apple's Final Cut Pro software is used. For standard-definition
in both 30i and 24p formats, editors can choose between the Pinnacle
Systems/Apple system or an Avid Media Composer system. Panasonic
video and audio equipment is featured prominently throughout. The
machine room houses a Panasonic AJ-HD150 for up/down conversion
of HD and SD material. Panasonic's DVCPRO-HD format is used to store
and transfer video material. A 42-inch Panasonic flat panel plasma
display hangs from the ceiling for monitoring of playback by producers,
clients or others. Up to eight channels of digital audio can mixed
and routed using the 32-input Panasonic DA7mkII digital mixing console.
An isolated booth was added for recording voice-over material. Audio
playback in the room is through two mounted JBL Control 5 monitors.
About The Phelps Group
The Phelps Group is a leading integrated marketing communications
agency with annual billings in excess of $51 million. Organized
in self-managed, client-based teams, the agency provides advertising,
promotions, PR, direct marketing, and interactive services to a
diverse client roster that includes Bushnell Sports Optics, Countrywide,
Crystal Cruises, IndyMac Bank, Monrovia Growers, Panasonic, PETCO,
Tahiti Tourism and Western Dental.
LOS
ANGELES - (December 6, 2001) - While high definition televisions
sets and network hi-def (HD) broadcasting are slowly coming to living
rooms across the country, The Phelps Group, a Santa Monica Calif.-based
integrated marketing communications agency, is pioneering the use
of HD by advertisers as illustrated by the recently completed television
commercial for PETCO that utilized Phelps' in-house high definition
capabilities via a Panasonic DVCPRO HD-based workstation. And it's
not for the reasons one might think.
"We
were happy with the results. The spot looked just as good as film,
but we were able to get it done faster and cheaper due by using
the agency's HD facilities," says Bruce Jesse, vice president
of marketing and advertising for PETCO.