THE WORK/

Canon HS

When Canon and their agency Brainstorm Group wanted to create a rich media ad for their new HS technology, they came to Oddly for expertise in full-range production, giving us an exciting chance to put our full production pipeline to use.

Optimized Pipeline

Canon did not have a lot of time to create an ad of high quality that would be interactive and get attention. Rich media can often take a lot of time, as various needs such as sourcing props and talent, filing papers, booking studio space are sent out to a variety of vendors. Then there are the actual production tasks such as creating a script and storyboard, shooting, editing and colour grading.  All that happens before the interactive production involving graphic designers and developers. And it will usually go on to yet another party who works with the media buyer to place the interactive ad.

At Oddly, all of the above can be done in-house and in real-time. On the front end, we sourced all props and talent for the shoot, using many of the resources we use in our own productions. For Canon, they had an extra need for union-certified talent and we arranged all paperwork to accommodate this. During shooting, we use advanced production pipelines enabled by our adoption of sophisticated digital technology. We can bring the footage directly into the digital pipeline using real-time encoding of the footage for optimized production timelines.

From Production to Development

With our production facility being next door to the greenscreen shooting area, we can bring the footage directly into the final destination for review. This save us so much time, and allows us to correct immediately any last minute creative decisions. Using that ability for Canon, we were able to make changes to the size and position of our actor. This step really allows our partner to relax and know that they are getting exactly what they need from the shoot.

Ready for the Web

By the time the shoot is done, everything is ready to go immediately into interactive development. Moreover, our great familiarity with most media formats and our relationships with media serving companies means we usually have a contact already in place to work with when it is time to serve up the ad.