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ITV50 Promos are due to start on ITV next weekend
Details from itv :
The centrepiece to ITV’s 50th celebrations will be a star-studded on-air brand promotion which will unite ITV faces from the present and the past. The flagship promo, set at a glitzy gala party, uses cutting edge technology to blend together the who’s who of ITV’s history as they mingle at the ultimate celebration of 50 years of ITV.
Amongst the guests we will see the apparently impossible deceased artists from the channel’s glorious past, back for the occasion and mixing naturally in the crowd. All the stars, from all the eras, together in one place, for the first time.
Driven by a lively up-lifting piece of music (Basement Jaxx – Do Your Thing) the promo takes the viewer on a cool, slick and visually arresting journey through this glamorous party. The promotion uniquely also features many of ITV’s own staff as guests at the party.
The Network Promotion Unit have produced both a 2’ and a 60” version of the film, directed by Chaka Sobhani, which will be airing on ITV1 from August Bank Holiday weekend and in cinemas nationwide from the 16-29th September.
Post production house Molinare, who worked with the NPU on the project, were faced with the challenge of bringing archive clips to life and ‘placing’ the classic ITV stars into the context of a modern celebrity party. Despite having access to state-of-the-art compositing tools, the work was painstaking and laborious as the faces had to be ‘mapped’ onto the modern bodies. The results, however, made the job worthwhile.
“It was all about matching,” explains Molinare’s Head of Graphics and VFX, Jola Piesakowska. “The team rotoscoped the original clips so that we could help to supervise the framing of the live action shoot, where stand-ins took the place of the archive stars. When that new footage came to us, we composited and tracked the archive clips into the new party footage, re-grading and electronically ‘re-lighting’ the old footage to match in.”
The footage was then passed onto George K at blue, so that he could create the overall look by grading the footage. The brief was to give the promo a grainy, 60s filmic feel – which ties in well with the glitzy, party premise of the spot.
Clare Salmon, ITV’s Marketing Director said: “This was a uniquely ambitious project. I am delighted that we have been able to do justice to the breadth and excitement of ITV’s programming using leading edge technology to reanimate past programme icons alongside present day stars”
http://www.itvsales.com/itv/opencms/itvsales/news/articles/anniversaryonairpromo.html
Details from itv :
The centrepiece to ITV’s 50th celebrations will be a star-studded on-air brand promotion which will unite ITV faces from the present and the past. The flagship promo, set at a glitzy gala party, uses cutting edge technology to blend together the who’s who of ITV’s history as they mingle at the ultimate celebration of 50 years of ITV.
Amongst the guests we will see the apparently impossible deceased artists from the channel’s glorious past, back for the occasion and mixing naturally in the crowd. All the stars, from all the eras, together in one place, for the first time.
Driven by a lively up-lifting piece of music (Basement Jaxx – Do Your Thing) the promo takes the viewer on a cool, slick and visually arresting journey through this glamorous party. The promotion uniquely also features many of ITV’s own staff as guests at the party.
The Network Promotion Unit have produced both a 2’ and a 60” version of the film, directed by Chaka Sobhani, which will be airing on ITV1 from August Bank Holiday weekend and in cinemas nationwide from the 16-29th September.
Post production house Molinare, who worked with the NPU on the project, were faced with the challenge of bringing archive clips to life and ‘placing’ the classic ITV stars into the context of a modern celebrity party. Despite having access to state-of-the-art compositing tools, the work was painstaking and laborious as the faces had to be ‘mapped’ onto the modern bodies. The results, however, made the job worthwhile.
“It was all about matching,” explains Molinare’s Head of Graphics and VFX, Jola Piesakowska. “The team rotoscoped the original clips so that we could help to supervise the framing of the live action shoot, where stand-ins took the place of the archive stars. When that new footage came to us, we composited and tracked the archive clips into the new party footage, re-grading and electronically ‘re-lighting’ the old footage to match in.”
The footage was then passed onto George K at blue, so that he could create the overall look by grading the footage. The brief was to give the promo a grainy, 60s filmic feel – which ties in well with the glitzy, party premise of the spot.
Clare Salmon, ITV’s Marketing Director said: “This was a uniquely ambitious project. I am delighted that we have been able to do justice to the breadth and excitement of ITV’s programming using leading edge technology to reanimate past programme icons alongside present day stars”
http://www.itvsales.com/itv/opencms/itvsales/news/articles/anniversaryonairpromo.html
