Film a commercial with five conjoined sets, more than a dozen moving actors, and an astronaut — all in a single continuous take. That was the task for Impact Creative to produce a flagship video for external storage company, LaCie.
With the launch of their latest RAID drive called 12big, LaCie targeted video professionals with a commercial featuring 12big in a production workflow.
“Our audience is savvy video professionals, so we wanted to produce something they would appreciate,” said Dave Sieburg, Director of Impact Creative. “In an era where everyone relies on visual effects and post-production techniques, we were determined to create practical transitions between scenes that viewers would assume we edited in post. But this was all one continuous take.”
Impact Creative designed and built a gauntlet of a mini-sets that navigates viewers through the video production process (scripting, storyboarding, filming, etc.) with various LaCie drives peppered along the way. The sets were strategically positioned so the lead actor could move seamlessly between them, and even change wardrobe on the fly, to give the illusion of passage of time.
As if that wasn’t challenging enough, there was only one prototype of the 50-pound 12big enclosure at the time of production — but it needed to appear in two scenes. When you watch the video, the 12big drive you see at :28 is then moved and re-dressed before the camera returns to it again at :54 in a different location.
The production was a complex choreography between actors, camera, director, and production crew. The commercial was filmed using RED’s latest Weapon camera mounted on a MoVI stabilization rig.
The Director of Photography, Philip Lima, had the physical task of carrying the handheld MoVI stabilization rig complete with the RED Weapon camera and 28mm lens. “This was the perfect application for the MoVI,” said Lima. “We could glide through the sets without any interfering tracks or limitations.”
The final scene features all of the actors together (including the astronaut). In the production, they had to race to their positions before the camera arrived. “The first take was almost comical as actors moved in all directions to get to their final mark,” said Sieburg, “but we eventually nailed perfection on the 7th take.”
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