I was hooked when I first saw the Rutger Hauer ‘Guinness’ commercial in the early 1990s done at ‘Telecine Cell’, when I was starting out as a runner at Central Television, in Birmingham. Anyone who remembers the charm and genius of that spot may feel the same way – but it simply blew me away and I was totally hooked.
For my sins, I went down to London almost immediately and found a job in a Motion Control Studio and was still there ten years later. As you can see my love affair with Motion Control has not been without a long period of courtship over the years.
The Milo is now a far more versatile and dependable beast and with the evolution of The Bolt High-Speed Rig, over the last three years, we are seeing some amazing high-speed camera sequences that have completely re-energized this tool.
Things have definitely moved on over the last twenty years and for the better. Nobody wants to be doing repeat passes and matte runs at 2.00am on a Friday night – Saturday morning. Although the overtime is nice, most of us now have better things to be doing (like sleeping personally speaking).
Fortunately, modern target tracking software and compositing have come a long way, opening the door for Motion Control to become a far more creative tool. The Milo (MRMC’s Oscar-winning rig) is a versatile and dependable beast and with the evolution of The Bolt High-Speed Rig, over the last three years, we are seeing some amazing high-speed camera sequences that have completely revolutionised this creative tool. Essentially for me, is the ironic fact that these robotic systems have become more adaptable and are actually a very cost-effective solution.
Simply put, when a producer at a large agency needs you to undertake ten product pack shots in a day – producing a sequence starting on a beautifully lit bottle label to reveal a whole product range in a room set, in a limited screen time of 100 frames (and on a 90mm macro lens) – there is probably still no solution available, in camera, to achieve this cost effectively and without descending into madness
– However, armed with Motion Control and a good operator I would say “Just Bring It!”
And let’s throw in that beautifully placed droplet of water running down the bottle at the start of this sequence just for good measure to impress the client – because we can! Also, because maybe I am a little OCD like that – although who wouldn’t be OCD having worked in a Motion Control Studio for ten years …
Mark Emberton is a highly acclaimed director of photography working with premium consumer food, drinks brands and products such as Heineken, Welch’s, Jordans, Lancombe, Chivas Regal, Huawei, No.7, Carling… to name but a few. For more information regarding Mark Emberton, please visit: http://www.markemberton.com/reels.html
The Los Angeles based creative agency, Where It’s Greater (WIG), has teamed up with Nike and Dick’s Sporting Goods to produce a campaign video for the new shoes Nike REACT Flyknit Hyperdunk 2017.
A brand new style, the REACT Flyknit Hyperdunk 2017 was first introduced at this year’s NBA Finals by Dremond Green of the Golden State Warriors, and will officially be hitting shelves at Dick’s Sporting Goods on August 3rd.
Where It’s Greater founder, Dan Hall explains:
“The REACT Flyknit Hyperdunk 2017 features Nike’s REACT technology, which is extremely responsive but also extremely cushiony, so I wanted to create an up-tempo piece in which both attributes were on full display.”
In addition to taking cues from the technology, Dan Hall also drew inspiration from the shoe itself. Seeking to mimic the trainer’s minimalist black and white colour blocking. The commercial was filmed in the Where it is Greater studio and was custom built by Dan and his team, creating a Hyperdunk-inspired basketball.
“The first time I saw the shoe, I immediately knew exactly how I wanted the video to look – the colour palette, the lighting, and, most importantly, the set. It had to be a reflection of the shoe, but also
a great showcase for it.”
WATCH THE COMMERCIAL
The spot was created using WIG’s own Jr. Bolt high-speed Cinebot. Talking about the Jr. Bolt, Dan says:
“The Jr. Bolt is a new addition to the Where It’s Greater studio and a
perfect fit for this project, the slogan for the Hyperdunk is ‘Instant Rise’,
and I can’t think of a better tool to visually convey that than the fastest
high-speed camera robot in the world. There is just no other way to do it!”
About Where it Is Greater
Where It’s Greater agency is a nimble, concept-to-camera creative studio in Los Angeles, founded by acclaimed photographer, director, and producer, Daniel Hall. Clients include Nike, Beats by Dre, Gucci, Converse, MeUndies, and The National Basketball Association.
What happens when you take half a ton of suspended water, 2,048 nozzle switches (that are millisecond accurate), a motion control rig, motion capture and large flash bulbs? The first 3D animation made entirely from water droplets!
The video was directed by Cole Paviour and produced by Unit 9 for Gatorade’s new ‘Active Water’ commercial. The vision was to capture real water droplets and simulate them in different sporting ways. This involved creating a stop-motion 3D liquid printer that took motion capture data of a person and printed it life-size frame by frame. Machine Shop built the 3D water rig and athletes were used with motion capture to simulate real-life movement.
With the water drops falling, flash lighting was then required to illuminate and “suspend” the water droplets in mid-air. Finally, our Milo motion control rig provided both the means of adding camera movement around the water animation as well as synchronising all the different elements (water, flash, camera) using our Flair software. All this had to be done with millimetre and microsecond accuracy for every single frame.
The result is a beautiful one of a kind piece, which has already won a Golden Lion at Cannes. Click below for BTS.
For more information on the Milo motion control rig, click here
IBC Show is now over and we wanted to thank everyone who attended our booth. By far this was the busiest IBC event for us to date, and it was a pleasure meeting everyone there. We had visitors queuing up to put their mobile phones onto the Bolt High-Speed Cinebot, in order to get their very own high-speed ‘selfie’ video! It was fantastic watching the Bolt do it’s high-speed move, while people jumped and played around creating fun and interesting videos.
If you didn’t manage to get to the show this year, not to worry, our friends at Stiller Studios put this excellent video collection together – enjoy!
RoboKam Studio Robotics software (for info on RoboKam contact us)
We also showcased a sneak peek at the ultra-compact CC-50 Micro Head; the robotic unit integrates with the Blackmagic 4k studio camera – the world’s smallest ultra HD live studio camera. More information coming soon!
If you have any questions or would like more information about any of our products, get in touch
THE MRMC AND CAMEROBOT STRATEGIC PARTNERSHIP HERALDS A NEW ERA IN BROADCAST ROBOTICS AND STUDIO MOTION CONTROL
Experts in camera robotics, Mark Roberts Motion Control Ltd [MRMC] has consolidated the highly respected German Camerobot robotic high-speed systems into the MRMC product portfolio of motion control and high-speed camera robotics. MRMC is now the worldwide ‘one-stop-shop’ for film, broadcast and studio motion control, automation and robotic products and applications.
MRMC is now the worldwide ‘one-stop-shop’ for film, broadcast and studio motion control, automation and robotic products and applications.
MRMC will work closely with Camerobot application software partners, Robotic Technology Leaders GmbH (rtLeaders), who will be providing service and support to all existing Camerobot customers, as well as developing exciting application software for motion control broadcast robotics with MRMC. Henceforth, MRMC will take control and responsibility for Camerobot customer sales, technical and aftersales support for all new systems.
In recent years Camerobot and MRMC have both successfully installed camera robotic solutions based on Stäubli industrial robots. MRMC and Camerobot have extensive understanding and experience working with large broadcast companies such as Globo, Sky, NDR, SMG (to name but a few). The amalgamation of MRMC and Camerobot technology, products, application software, experience and technical knowledge heralds exciting prospects for the broadcast, studio and television sectors.
Assaff Rawner, CEO at MRMC comments:
“MRMC from a business and growth perspective are celebrating the integration of respected Camerobot products and applications into the MRMC catalogue, but more importantly we are delighted for the broadcast industry who will benefit significantly from the integration of two great names in studio and broadcast motion control.”
“MRMC has experienced year-on-year growth across our product catalogue, offering studio and broadcast solutions from simple pan tilt head units to large scale robotic arms, all with full VR/AR custom made with studio automation options.”
Mark Roberts Motion Control Ltd (MRMC) based in Surrey (UK), is the world leader in high-end camera robotics, automation, motion control camera hardware and application software for film, video, broadcasting and product photography for over 50 years. In 2016, MRMC was acquired by Nikon Corporation.