Discovering uncompressed HD
STEAM wields Adobe® Video Collection to produce exceptional HD network branding campaign promoting Discovery HD Theater
Because of its exceptional resolution and quality, high definition (HD) is among the hottest topics in television production and broadcasting. But how can HD’s crisp, clear visuals be conveyed to viewers who don’t yet have HD television sets? This is precisely the challenge that creative agency and production house STEAM faced in creating a TV branding campaign that will air across the entire Discovery network to promote Discovery HD Theater programming.
“We knew not all viewers would initially see the spots and other pieces in HD,” says STEAM Creative Director Tony Molenda. “We had to somehow convey to those viewers that HD is impressive, without being able to actually show them how clear and defined it is.”
“Working with 10-bit, uncompressed HD footage in Adobe Premiere Pro is just as fast as working in DV, but the amazing thing is that it is full-resolution HD footage, with quality so fantastic that it could be projected straight onto a movie screen.”
founder and creative director, STEAM
Just like being there
Molenda and Scott Bryant, STEAM founder and creative director, devised the main concept: Viewing in HD is like having live action right in your own living room. The initial spot in the campaign features a man sitting on his couch, drawing an imaginary television in the air with his finger. As he changes channels using his remote, actors portraying participants from popular Discovery shows like American Chopper and Trading Spaces appear in his living room, doing what they do on their shows—designing customized choppers and renovating rooms.
STEAM devised and created the branding campaign in uncompressed HD format using Adobe Video Collection software running on Boxx workstations with HD cards from Blackmagic Design. “This powerful hardware setup and Adobe software removes the technical and time barriers to working with full-resolution HD footage,” says Bryant.
One of the few firms with both creative and postproduction capabilities, STEAM relies on Adobe software to take HD projects from storyboard to final production with ease. The Adobe Video Collection is a crucial part of making this unique soup-to-nuts business model work.
According to Bryant, it’s easier than ever to take concepts from start to finish because of the exceptional level of integration across Adobe applications.“It’s getting to the point where Adobe is delivering a ‘cut and paste’ workflow that lets us leverage everything we create—graphics, footage, artwork, logos—from beginning to end, with very little effort.”
STEAM uses Adobe software to take HD projects from storyboard to final production. Integration among Adobe applications lets STEAM leverage everything—graphics, footage, artwork, and logos—throughout the workflow.
During production, STEAM routed multiple HD video streams to different locations on the set, helping clients previsualize many of the shots. By doing so, the agency was able to make corrections on the spot, avoiding late-stage changes.
Industry’s most integrated HD workflow
For the Discovery HD Theater campaign, STEAM used Adobe Photoshop® CS software to generate initial storyboards conveying the concept and flow. When the storyboards were complete, STEAM converted the Photoshop files to Adobe Portable Document Format (PDF) for client review. After Discovery used the markup and commenting tools in Adobe Acrobat® to send comments to STEAM, the agency finalized the storyboards and began production.
STEAM hired performers to portray the participants in Discovery’s most popular television shows, and used Sony HDCAM cameras to shoot the spot on a stage at STEAM’s studios. During production, the team used Adobe Premiere® Pro and Adobe After Effects® software with the Blackmagic DeckLink HD Capture system to digitize uncompressed HD from the Sony HDCAMs. The creative team then used the captured footage to test keys, compare shots, and line up FX plates. By routing multiple HD video streams to different locations on the set using Blackmagic DeckLink Workgroup Videohub, STEAM was able to help the client previsualize many of the shots during production. This process saved time and money because everyone could see how the spot was coming together and avoid the need to make changes later in the process, when they are more expensive.
STEAM used Adobe Premiere Pro and After Effects to edit the spot for Discovery HD Theater in 10-bit uncompressed HD format, and create motion graphics and effects. Agency Creative Directors Scott Bryant and Tony Molenda worked online from start to finish, editing clips and graphics at full HD resolution.Once the shoot was complete, Molenda began editing footage in Adobe Premiere Pro, while Bryant produced effects and graphics using After Effects.
Using Adobe Premiere Pro, Molenda edited the project in 10-bit uncompressed HD format, working online at all times, editing clips and graphics at full HD resolution. This approach saved the creative team an enormous amount of time in their workflow because there was no need for an offline edit. STEAM could also pass this substantial time and cost savings along to the client.
“Working with 10-bit, uncompressed HD footage in Adobe Premiere Pro is just as fast as working in DV, but the amazing thing is that it is full-resolution HD footage, with quality so fantastic that it could be projected straight onto a movie screen,” says Bryant. “There’s also the added benefit of working with high-resolution graphics and footage, which are easier to key, track, and color-correct.”
Using After Effects, Bryant created all of the visual effects and graphics shots for the Discovery HD Theater spots. He used the software to key, track, composite, and color-correct elements from the HD shoot, as well as to animate the Discovery logo using original Illustrator files from the client. 2D elements were created in Photoshop CS and built into 3D models in After Effects to create the virtual screen effect.
“Adobe software saves time because it integrates beautifully in our workflow,” says Bryant. “For example, when I update my projects in After Effects, the changes are reflected instantly in Molenda’s Adobe Premiere Pro project. This enables us to work simultaneously on cutting the spot and producing motion graphics and effects.”
“Because of its quality and flexibility, we've literally built our business around the Adobe Video Collection.”
founder and creative director, STEAM
Extremely cost-effective
For STEAM, Adobe Video Collection is removing time constraints and barriers to creativity, reducing costs for clients, and enabling a new type of workflow with exceptional flexibility and creative control. And the Adobe software is highly affordable; according to Molenda, “The entire Video Collection costs as much as a nice suit. This is crucial because we want to stay small while providing world-class creative services and production.”
As this innovative firm continues to deliver HDTV spots, music videos, and other projects for clients including Intel, TLC, Washington Mutual, Hoover, Mattel, Fox Sports, and the Foo Fighters, Adobe Video Collection will be its constant companion. “Especially if you’re working in HD, nothing surpasses the Adobe Video Collection. It offers smooth workflow integration, the industry’s most complete feature set, and an attractive price that’s unmatched among desktop tools,” says Bryant. “Because of its quality and flexibility, we’ve literally built our business around the Adobe Video Collection.”
