COKE ZERO SPOT WITH BOLT
The team over at Rite Media Group in Atlanta were recently tasked with creating a spot for Coke Zero. Mikey Cosentino, CTO talks about the project:
When an established brand announces a new product, it’s a challenge, but any challenge is an opportunity. That’s why we brought an inventive approach to accomplish a shot that’s never been seen before, with a brand that is known and loved worldwide.
“We invested weeks into developing a
three-axis robot arm, 3D printed custom
parts and meticulous attention to detail, as our
workspace was within a millimeter of precision.”
With a combination of our forward-thinking team plus Mark Roberts’ Motion Control Bolt, we were able to create magic. Our simplified approach takes you on a journey from inside the bottle to inside the glass – all in a one-take continuous camera motion.
We invested weeks into developing a three-axis robot arm, 3D printed custom parts and meticulous attention to detail, as our workspace was within a millimeter of precision. Our expressive thinking, innovative engineering, and expansion of boundaries led us to find a moment so different and so new.
BEHIND THE SCENES
COKE ZERO SPOT
The Bolt high-speed cinebot is capable of delivering precision repeatable camera moves at ultra high speeds! For more information on the Bolt, click here
To see other great work from Rite Media Group visit: www.ritemediagroup.com
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!”
BEHIND THE SCENES CLIP
For more information on Jr. Bolt contact us
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.
In this short behind the scenes video, freelance motion control operator Jerry Andrews, along with co-director Jared Raab, talk about The Bolt high-speed cinebot and how it was instrumental in capturing July Talk’s music video which was shot on location at William F. White Centre in Toronto in association with Part & Parcel!
You can watch the July Talk’s full music video here:
William F White International is the largest production equipment supplier in Canada, with locations across the country. Jerry Andrews is a freelance motion control operator working in partnership with WF Whites and others.
The MRMC Bolt is the world’s fastest and most advanced high-speed camera robot for live action, television commercials, VFX, or for table top work. Reaching top speed of over 4 metres in under a second, Bolt has the ability to get up to speed instantly from standstill to high-speed motion and back again in fractions of a second. For more information on the Bolt click here.
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
Behind the Scenes with Bolt on Marvel’s Dr Strange
Last year we had the pleasure of working on some of the coolest VFX shots on a feature that was Oscar nominated for its visual effects. The Hollywood blockbuster, Doctor Strange, tells the story of a lesser known but extremely powerful character in the Marvel Universe. Benedict Cumberbatch plays Stephen Strange, an arrogant neurosurgeon who after a car accident seeks help from mystics studying the dark arts and who then turn him into a Sorcerer to protect the World from a magical threat!
Motion Control was brought in for a variety of VFX shots. In the scene where Doctor Strange walks through what looks like a broken mirror, two Modular rigs were synced together so as to be able to shoot simultaneously. This was achieved with two passes from different sides of the room.
Other shots required more camera speed which is when Bolt on Track was brought in. Multiple passes were needed at different frame rates to make it appear as though Doctor Strange was exiting his body in astral form. This can be seen in the hospital scenes. Another shot later in the film required the Bolt to run the camera move at full speed forwards and then backwards so different elements of the scene appeared to be moving backwards in time.
During the summer, MrMoco and the Bolt High-Speed Cinebot made their way to Sofia, Bulgaria to shoot a 360 video for Samsung and the release of their Gear VR headset. The Video was produced by Resistance Films and directed by Ross Cairns.
Samsung created the first VR rock music experience with the ‘hypercube’, which toured the UK festival scene giving visitors a virtual reality experience like never before. 50 people at a time strapped on VR goggles and got instantly immersed into the cube to experience ‘first hand’ what it’s like to be inside thrashing it out like the famous Biffy Clyro.
To create the experience, a large Perspex cube was built in the center of a stage, with hundreds of fireworks aimed directly at it. All that was needed next was a band willing to step inside and play – enter Biffy Clyro!
In total, 47 cameras were used, with the Bolt CineBot swapping between a bespoke Black Magic 360 rig and an Alexa. The bolt was used partly to get smooth uninterrupted 360 shots around the cube and also for safety as one couldn’t be near the cube when the fireworks were going off.
The trailer for the experience can be seen above. The full 360 video was shown in Samsung’s ‘Hypercube’. However, a Biffy Clyro music video will be released in February featuring the same content for those who missed it.
Our LA sister company, Camera Control Inc., recently filmed the most technically difficult job ever undertaken. The shoot was for OK GO’s ‘One Moment’ music video. The group, famous for their painstakingly rehearsed choreography, pushed the limits of motion control that resulted in a visually stunning single high-speed shot.
The entire video lasts a total of 4.20 seconds! However, once slowed down and played back at 24 frames per second, the viewer is treated to a stunning display of technical wizardry from a wall of exploding paint to guitars being blown out of the air. In total, there are 318 events that had to be triggered!
The director and lead singer of the band said about the shoot:
“We used very precise digital triggers to set off several hundred events in extremely quick succession. The triggers were synchronised to high-speed robotic arms (Bolt on track) which whipped the cameras along the path of the action”
Watch behind the scenes video below to see how technical the shoot was and how precise it all had to be to make it work. This video would have been virtually impossible without the Bolt High-Speed CineBot on track and the software to program exact and repeatable moves.
Full credits and background notes for the video can be found by click here
The Bolt High-Speed CineBot is again in action, this time in Taiwan helping shoot a new Tiger Beer commercial. The cinematography used to create the commercial has resulted in a fun, high-octane commercial.
Taiwan-based rental company Lee Rong Film & TV Equipment Co. recently came over to MRMC HQ for some training on the new Bolt High-Speed CineBot they recently acquired. After their training, they headed back East to test out their new toy, and for one of the first productions shot a new Tiger Beer Commercial.
You can see the results of using the Bolt in the videos below. The first of the three show how they did the storyboard, while the second sees the bolt in action on some of the shots. The final video is the commercial itself.
FOR MORE INFORMATION ON THE BOLT HIGH SPEED CINEBOT CLICK HERE
Highly talented movie-making agency, RiTE Media Group, acquire a Bolt High Speed CineBot to further help them create visually stunning productions.
Mark Roberts Motion Control, industry leaders in motion control robotics have partnered up with Rite Media group, a full service production studio headquartered in Atlanta, Georgia.
Dan Brown, Mark Roberts Motion Control’s VP of Sales & Marketing for USA commented:
“The group of talented filmmakers are truly making waves in the rapidly growing Atlanta, Georgia entertainment market. With their love for technology and relentless pursuit in pushing the envelope, we couldn’t have asked for a better partner in our quest to popularize motion control robotics around the world. We at MRMC are truly excited to see what comes from this group of innovators.”
Mikey Cosentino, COO and Chairman of RiTE Media Group stated:
“For RiTE, The Bolt High Speed CineBot was of particular interest as it is the only robot of its kind that can move at such speeds with exact precision and programmable, repeatable moves. MRMC’s unrivaled technical ingenuity is embodied within the capabilities of Bolt which made it a natural fit for RiTE.”
MRMC manufacture, rent and sell motion control equipment for special and visual effects. Their robotics are used all over the world, often in major blockbuster movies – Avengers, Skyfall, X-Men and Harry Potter to name a few. MRMC’s track record in technical and engineering excellence has earned the company critical acclaim — including an Oscar for technical achievement. RiTE Media Group will be a local source in Atlanta for renting the Bolt.
Check out RiTE Media Group’s accomplishments in their Megareel here:
Mark Roberts Motion Control Bolt Showreel:
For more information on the Bolt High Speed CineBot click here
For media questions email firstname.lastname@example.org or call +44 (0)1342 838000
A great article published in the Hindu Newspaper about the Bolt High-Speed Cinebot.
An excerpt from the article:
The Bolt High-Speed Cinebot is a camera rig that helps makes most of your favourite movie sequences come alive
You have probably watched a gun being fired and the bullet hurtling towards the target, at an impatiently slow speed, till it hits the bull’s eye and disintegrates. Then, there is the cork ejecting out of a Champagne bottle, again at slow speed, while the frothy wine cascades out of the neck, in slow sparkling bubbles. You have seen a bottle being smashed to smithereens on the head of the villain, as the fragments fly in different directions agonisingly slowly, even as blood splatters all over.
To read the full article click here