"The challenge was to take this really complicated process and make it personal," Tucker began. "We started with this very long list of different jobs and different functions within the whole process and had to simplify it into a few main characters whom we felt were really crucial."
"There is this wonderful trope, because we start with the patient and end with the patient," said Lang. "There was an energy involved in the action of walking forward and pushing back. The idea of finding the ideal fantasy space was first and foremost in our minds. We had this idea of doing a 3D track in the tunnel and placing these emblems of the products in a sort of gallery."
Many members of PICROW's full-service staff of production and post-production talent contributed to this project, which was shot in a single day in Corona, California, using an ARRI Alexa camera system mounted on a Steadicam. "The chorography of the actual shooting was really tricky," Lang confirmed. "We had a Steadicam and the lighting dolly, and we had our boom man. It was quite a scene watching us all go down, backpedaling, making sure we didn't all trip over each other. Meanwhile, the actors had to be not distracted by all that, and they had to just keep on pushing the camera back."
Alongside Lang, the team from PICROW was led by executive producer Roger Hunt and also consisted of line producer Sharon Groh, production supervisor Moria Michiels, editorial, graphics and compositing artists Lisa Rucker and Adam Sakellarides, VFX supervisor Gregory Nussbaum and graphics and compositing artist Zachary Nussbaum. Key tools in post were Apple Final Cut Pro, Adobe Creative Suite and Adobe After Effects.
"For a project this big with so many graphics and a lot of rotoscoping that's all in one take, we knew it was going to take a lot of time," explained Rucker. Accordingly, the editors and artists began their work well before production began.
"The whole process really led us to a final product that we thought was very strong," Lang concluded. "Everyone who worked on it thought it was really something special. In the end, we really like it."
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Since launching in Hollywood in 1995, the award-winning full-service production studio PICROW has come to represent truly original solutions for creating rich and beautiful spots, brand films, music videos, new media content and a great deal more, from concept to delivery for all media platforms. As a company, PICROW offers a vast palette of artistic and production capabilities which shine through in the groundbreaking works of director/cinematographer Peter Lang and an amazing roster of premier and rising directors, producers and artisans. Dedicated to the creation of iconic images and stories captured on picturesque locations or on green-screen in a soundstage, PICROW creates bold, momentous visions for leading brands, entertainers and world class creative agencies. For more information, please call EP Roger Hunt at 323.957.5400 or visit www.picrow.com.