Magnetic post production connects with Etkin+Harris Advertising
and dials-up a multimedia advertising campaign for VONAGE.

Seven satisfied customers are the center of a convergent media
campaign for VONAGE the broadband phone company.
Etkin + Harris wanted a film look for the television spots without the expense of film.
It wasn’t just about the savings, it was about the creative freedom.
They shot multi camera digital beta with the CT Video.

Shooting 16 x 9 added a couple of steps to the process but it was worth it. Since the final spot was to be shown in 3 x 4 letter box anyway it gave the director a WYSIWYG shooting environment, reducing the concerns about proper framing. It was also very useful in the touch up and painting we did in Symphony. Working at a higher resolution gives you more latitude in painting since you have to down rez to 3 x 4 anyway. Touch up and painting on seven generic spots took only about two hours. Sapphire Effects and color correction were used to create the film look.
In the new series of spots, we digitally removed a person from an interview. The couple were perfect together in the 30 second spot, however we wanted only the husband by himself for the 60 second spot. So we removed Mrs. Greene and gave Mr.Greene a new shoulder. It was flawless. (see below). We used anti-Matt and motion tracking.
It took very little time to turn it into the perfect shot.

Original footage of Mr. and Mrs. Greene

Final shot after the digital divorce.

Magnetic’s graphic department worked closely with VONAGE corporate art directors to help generate graphics that are consistent in all media formats.

The audio was 100% digital as well,  48k AES digital audio that was sweetened and mixed from OMFI files by Jonathan Helfand Music & Post.  Jonathan also composed and recorded all the music for the spots.

We also edited a Vonage Spot starring Jon Bon Jovi.
 

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