Just finished post on a spot for Koval’s Trade Market. This was a branding spot for a new food store who is competing with Whole Foods and Trader Joes, while offering prices comparable to Raley’s or Vons. This a great opportunity to have a new business with no image history and create their public perception from scratch. We decided to go with a glossy, visually appealing ad. We shot it in HD with the HVX200, with a 35mm lens adapter using an 28-105 sigma zoom lens. We also had a .5 wide angle adapter we put in front of that for some semi-fish-eye shots. The spot turned out nice.
(update: 8/16/07) Here is an h264 version:
http://www.emrl.com/j/downloads/Kovals16by9.movHere are some set shots:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDWmCtGWB3RYZLGtRcXJe8HphU3_lWrO3-4Dr7PKmH5EHG_KWPaVkAj6nrTA_PiESvYrJv9QxcveKn-KZ5QCj_VcwMQ-zJZAMXbiHCm_h0G2oIum8i2G_Dau3K4buYkWBNORp7pA/s400/WallOcheese.jpg)
Setting up for a dolly-out shot in the cheese Isle. Mike on Dolly grip, and Jeff Bloch on lights. In the foreground is Mark, the store liaison.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiF-EvbpthkBWMjvuQI8OSxsuyyiFfMwstIIwaaLwVxQtk-bNKUhZJzH2Q5qcAss7HG4BEI-xL5jvZrPjuP7gUml_OYBO9sADU_EIx0w_d16HVAkDgEV2JdwppFbFpkSNccwlj_1Q/s400/ScreenGrabCheese.jpg)
Here is the shot.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihm9tBFNOuan5PPd66gHao_1zP-3iqbfPup1CKfB9WpWVITajWsTNHAApvd3AzOlQy1aIlMua9ZOo2KKvCv-J-NJIeg0jyJTB-tW-2mIQPV9pZgVjo4atwhSJe-LyubB9AGzSpmw/s400/JeffJib.jpg)
Jeff operating the jib for the opening shot.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBdyAdKxhgbLzTdEIsFQP7gy1OH_zM-7503hlvSUpUvM4jKfP3M_9FwlGS244LCpxXz7rdToXxbZQKEBsruLlxaSJuiaLtTo_XUtRMLnQmankh518Ak8hmYGSG0DOWvBJb50lR4g/s400/ScreenGrabJibshot.jpg)
Here is the shot, starting in a tight CU of the Koval's logo on the basket, then pulling out and up over the store.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirVhlGCifeWVcVZLklqB6YVc6RZbDSPl-524kHcKxmArNmEfGkdVmQzgIb6XuMBva-PaH-Tf1xzugMjHZkAj8UtF06W3HN886E1qYbP2DIlhso9_cZ3qIWBT_ZLYFJUVSrhHN1Hg/s400/CannedGoods.jpg)
Changing lenses in the wall-o-foods aisle.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiO6AWfCRwM7RJf2TZilrtdl87kgWi5quF5yK-vPDSrK1ZQIdYtzcIks4y2SQw97bd2oRteUlewl9l-bMtfN4SpV07MyDZWBAlHa32eklMbKfGltiTIkUjyURm51yr-j99fAUGpNw/s400/ScreenGrabCannedFoods.jpg)
Here is the shot. The wide angle adapter adds nice barrel distortion, vignetting, and chromatic aberration.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0SaRqY-KTFO6Nk9ISQ568ETSY64oth5NxRKABIhk060-1-qDpOYSTeCNWSAvjk72D4PeeSRCg9Ry4OJevrICjHul2aBE_mNjTEOyh0HPoQnXPWf1oiwBZDI7XjaHMEmToWRJkEA/s400/HotFoods.jpg)
Working with talent in the hot foods section.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEittnuTaC6binMm1ptiQ7wHrDP5mEfq0HMHjk96z02pCjclKehbPTYYC4qWk0O2ctfPKbnxyMwMY5A-sv8GTUwUAZyQ8QVRg8gPLWShJctcmE3m-GR6JagV3t7oo2j_mGZRvECB9A/s400/ScreenGrabHotfoods.jpg)
Here is the final shot, splitscreen with a CU of the hot foods.