Wednesday, February 27, 2008

NorCal PET/CT commercial

This latest shoot was for the Northern California PET/CT Center, a non-profit high end medical imaging facility. This is a great facility that saves many lives every day through highly accurate imaging. I wanted to give the spot a very hightech glossy look, but also to keep a warm approachable feel to it. We shot it in 720p with the HVX200. I originally wanted to go for a glossy, colorful, C.S.I. Miami look with shallow focus and blurred foreground images. I wanted to use a 35mm lens adapter, but that was unavailable at the time, so a lot of the look had to be done in post.

You can see a copy of it online here:

Here are some before and after shots from the location scout and final screen grabs:
This is the doctor's office. We used the Century .6 wide angle lens adapter and a dolly in. For lighting, we turned off the overhead fluo, and dimmed down the overhead tungsten can lights. We also filled up the light panel with x-rays, strategically placing light and dark sheets to control the light. We also bounced into the upper corner just out of frame on camera left, a 500watt fresnell spot in with half CTO, to help provide a little bit of color contrast against the bluish xray prints. You can see it wrapping around the "doctor " above. Also notice the heavy prismatic bluring off on the sides, meant to emulate a defocused lens. There is also an ND grad placed sideways to darken the wall to the right. In the closeup shot on the spot we used a piece of beveled-edge glass (I picked up from a stained glass shop) to make some nice in front of the lens optical effects.

This next scene is from the waiting area. I wanted it to have a very cold, uncertain feel. We used the exesting overhead Fluo, but draped a duva teaser on the end to keep spill off the wall, in order to make a nice soft overhead source shining down. We also used a 2' 4-bank kino with CTB to light from down the hall. There is also a de-focused region and a dark vignette applied in post.

This is the main scanner room. For this shot we turned off all the lights except for the overhead fluorescents which have a nice "looking at sky and trees" fake stained glass image over them. We used the same 500w fresnell in the same config as in the doctor's office, you can see the golden light coming in from the left. We also place a 2' kino with full CTO on the floor behind the scanner to light up the cabinets behind. Finally we added a 200w fresnel with red gel shooting into the scanner tube from behind and below, to add a little high tech feel.

The last shot was a medium shot of the talent. For this one we used an ND grad at the 8-o'clock position to darken the white picket fence in the foreground, as well as a linear polo to darken the sky. We also used a shiny board for fill to help combat the harsh noon sun and overhead branches.