December, 2004

EDR MEDIA SHOOTS 24p HIGH DEFINITION FOR STERN ADVERTISING’S LITEHOUSE POOLS TV SPOTS

Recently, EDR Media’s Beachwood Studios production team shot a series of five 30-second TV spots on high definition video for Stern Advertising’s Litehouse Pools account. Shot on location at homes and a store in the Greater Cleveland area, each 30-second spot featured a major Litehouse Pools product line: pools, spas, patio furniture, billiards, and holiday decorations.

All five spots were videotaped in 24p HD format, which is shot at a 24 frames per second frame rate as opposed to a 30 frames per second regular video frame rate. 24p high def video was selected because it delivers a high quality, film-like look and allows crews to shoot more footage without compromising the budget. “Many of the scenes were designed to have a dark, romantic mood, and 24p with its exposure latitude and color reproduction allowed us to capture that richness,” commented Beachwood Studios videographer Gary Gottschalk.

The creative approach developed for the spots by Stern Advertising of Cleveland uses light humor to invite viewers to think of a new pool as a “family vacation,” a spa as a “refreshment center,” lawn furniture as a “getaway spot,” and a billiards table as a “conversation center.”

The three-day, five-location shoot was directed by Tom Papadimoulis, Senior VP/Creative Director, of Stern, who was impressed with the similarities between 24p HD and 35mm film. The crew for the shoot included EDR Media’s Stewart Ryan as jib arm operator in addition to videographer Gottschalk.

EDR Media develops and produces a broad range of digital media including broadcast television shows, radio and television commercials, corporate video and interactive programs, and content for retail media networks, Full-service audio and video production and postproduction services are provided on-site at the firm’s Beachwood Studios Production Center.

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