I was asked by Cox Communications to shoot a 30 second television spot to air on Cox cable television. This spot would be mostly graphics, and I asked my buddy graphics/editor TJ Powers if he would help me with the project. As far as camerawork goes, this was a very easy shoot. Most of the work was going to be render time in post.
I shot the human element of the spot in a few hours at a home in Rhode Island. All lighting was from a single Kino-Flo Diva 400 fixture with four 55 watt 3000k florescent lamps. I used my custom dolly to make the simple shots more engaging and dynamic. I used mostly my Nikon 55mm f1.2 super fast prime lens with the very sharp Letus Ultimate. I also used a Nikon 24mm f2.8 and a 85mm f2.
At the end of the shoot, I dumped the SxS cards to my laptop, backed the 7.5GB of 1080p footage to a USB 8GB “Geek Stick” and met up with TJ in a parking lot. I gave him the USB flash drive and I was done. TJ built the graphics, edited the piece and delivered it via FTP. The client recorded the digital file to analog Betacam SP video tape and that is how it got on the air. This company is still using Betacam SP and airing stuff in SD. One of the few clients I have left down converting my stuff!
All this footage was shot with the Sony PMW-EX1 in 1080p and the Letus Ultimate 35mm lens adapter. Graphics, color grading and editing done on Final Cut Pro and Adobe After Effects by TJ Powers. The commercial is currently airing in standard definition 4:3.
Check out the 2009 Cox Cable Caller ID television commercial:
All of this footage is used with permission. This video is not intended to be downloaded and property of Cox Communications.