Giving Retail TV Commercials the “Film” Look Without the Film

Companies who want their TV commercials to look national often hone in on the “look.” And the biggest commonality among commercials produced by major brands comes down to a four-letter word: FILM.

Major advertisers overwhelmingly choose film for their commercials for all kinds of reasons. Ask the country’s top commercial film directors and they’ll go on and on. Film has warmth. Film makes ideas seem more credible. Film makes a commercial seem more important to the viewer. Film provides a glow and softness that makes the viewer forget that there’s a camera and crew in the room.

Problem is, not everybody can afford to shoot on 35 mm film or even 16 mm film. Fortunately, there are viable options that didn’t exist a few years ago.

First up is the Veracam, a video camera that simulates the look of film. This one has been around and works beautifully.

Another option is the “Red” – one of the newest cameras on the market. This camera is entirely digital and simulates the look of film. And many say it’s the best at doing so. 

The Red also comes with another plus. Because it shoots everything digitally – and at a VERY high degree of quality – the images can be used in print applications like ads and brochures. (Do that with film and everything’s fuzzy.)

In both the Veracam and the Red, there is no film stock to buy…and no expensive telecine lab needed for color correcting. However, final shots selected for your commercial will still need color correction, which can be done easily by the editor or the director.

Without getting too mired in technical data, why not judge for yourself.  Can you tell which was shot on film and which was shot digitally (Red Camera)?  If you can’t … do you think you customers will?  

Picture for Post #22

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