TVP

TVP uses latest technology to great success…again

TVP has always been known for its early adoption of the latest industry technologies. TVP recently completed an HDTV commercial for Taylor Morrison Homes, using exciting new camera technology.

“After thorough research, we believe that Taylor Morrison’s spot, ‘Inspired by You’, is the first TV commercial shot solely on a Canon 1D Mark IV”, says TVP’s Jack Hattingh, who directed and shot the ad.

Primarily known as a premiere stills camera maker, Canon has caused great excitement in the film and video production community with the HD capabilities of its 7D, 5D, and now, the top of the line 1D Mark IV.

Hattingh says, “We worked hard to get our hands on one of the first of the Mark IVs, and after putting it through extensive tests, we were convinced of its value as a solid HD production camera, and, of course, for stills as well.”

Because of the camera’s remarkable performance in subdued light, Hattingh and his crew were able to use smaller lighting instruments, enabling them to craft and shape the light for each scene, capturing stunning footage.

“Right out of the box, the Mark IV produces images that are rich in color and contrast, and that’ll be more than enough for most situations,” says Hattingh. “But as a DP, you want to be able to fine-tune, to make the images really sing, and the Mark IV gives you that control, without taking forever to do it.”

In addition to the HD shoot, the client also had requested high-res stills, so when it came time to shoot photos for each scene, Hattingh simply switched the Mark IV to stills mode, and, as the expression goes, “Bob’s your uncle.”