IRIDAS will join an illustrious group of companies on June 5, 2008 at a special event for the advertising industry presented by Simpson Films (SFI). Vision Research, makers of the Phantom camera; post facility Company 3; editing houses Version2 and Cut+Run; and IRIDAS will join Young and Rubicam and other leading New York ad agencies at SFI's studios in Long Island City.
The event will feature screenings of ad spots on various displays including a 20' screen, plasma flat screens (including the world's largest 1080 plasma), iPhones, and more. Grammy Award Nominee Joan Osborne will perform and guests will enjoy an open bar and buffet.
"While the ad industry generally is aware of the digital technologies, we're still hearing concerns from some quarters," said director Jerry Simpson, of SFI. "Some agencies are concerned about the look of things like skin tones or food when shooting digital. Others have questions about the workflow," explained Simpson. "We're doing this event to dispel those concerns and show the industry that digital has arrived. It's here now -- and it works."
IRIDAS' pioneering work in RAW workflows has direct benefits for the ad industry. Since the RAW format records directly from the camera sensor, it offers greater image latitude than RGB for filmmakers in a smaller file. "I love working in RAW," said Simpson, who specializes in tabletop directing. "It gives you the quality of still photography and you have so many more options for working with your shots."
SpeedGrade XR, introduced at NAB 2008 by IRIDAS, provides universal support for Digital Cinema RAW formats, including Phantom RAW. "The advantage of IRIDAS' RAW support is that we get immediate feedback while we're shooting," added Simpson. "Overall, digital offers a fresh and unique look to cinematography and opens up more creative avenues for visual design allowing us to tell a story with even more compelling imagery. We're looking forward to showing the ad industry how much they can do with these tools."
Advertising and the Art of Digital Cinema" will be held on Thursday, June 5, 2008 at Eastlight Studios/Simpson Films, 21-29 45th Road, Long Island City, New York. The doors open at 7 p.m. and the screening begins at 8 p.m. Attendance is by invitation: interested persons should contact Eastlight Studios at 718 349-9220 to learn more.
