video production

Precision at 25 fps

Video is powerful.

Video is evocative.

Video is fast.

Whether live, animation or both, video is a sequence of individual images at the rate of 25 frames per second (fps).

When watching video, how many of these frames does a person actually see?

Let’s focus on two examples:

As the Australian broadcast of the Formula One Grand Prix season commences, the local coverage features an interstitial at the start of each commercial break.

This beautifully animated interstitial features an ‘exploded’ technical view of a stylised formula one car and a series of driver’s names.

Amongst the names is Adrian Sutil, who is not on the grid this year.

Does that matter? Will anyone notice? Well, ‘Yes’ to both.

As a professional filmmaker, I believe that every single frame is critical to convey the message evocatively and within the required time frame, (irrespective of whether that is a fifteen second online video, 30 second TVC, three minute corporate, two hour feature film or ten hour miniseries).

Anything that detracts from the message or the flow has to be removed.

A director has to be focused at a macroscopic level. Many times in edits, an errant frame has been visible to me, yet missed by an extremely experienced editor.

Even at 25 fps, an individual frame is noted subconsciously. This was the premise of ‘subliminal’ advertising in the 70’s, which has returned via intensely rapid cutting in TVCs and music videos.

In the case of a TVC or interstitial, the audience may see it repeatedly and as it becomes more familiar, notice more.

So, when the audience sees it, we need to be sure that every frame is pixel perfect.

Another example is a corporate film for Hanas New Energy. We shot 4K UAV aerials of Vestas wind towers on a remote windfarm.

Once the short film was assembled, it became clear to me that in order to ensure a smooth flow, it was necessary to match the position of the blades in edits.

At every cut between two similar shots, the position if the blades was matched precisely on the most prominent wind tower.

While few viewers will be conscious of this, it certainly made for a more coherent film.

It has often been said that the most effective editing and the most effective music (are so integral, that they) are not noticed.

If anything is distracting, the film has not achieved its goal.

Video is precision at 25 fps!

 

 


Image source
: Twitter
@andrew_w_morse
@digital_tsunami
@hanasnewenergy
@tensportstv
@vestas

From Our Clients

Quotation Mark

Since 2003, Digital Tsunami has collaborated with Personal Broadband Australia to deliver many online solutions, including the latest www.pba.com.au site.

Central to the development process is Digital Tsunami's thorough understanding of the project needs, clear and constant communication, and creative, innovative and meticulous approach to delivering solutions.

The results are clean, intuitive, refined and cohesive, with rapidly loading pages and extremely high usability.

The benefit to PBA of this long-term relationship has been the highly effective way in which Digital Tsunami has implemented and enhanced my vision on every project.

Sharon Don
General Manager, Products and Services
Sydney, NSW, Australia
Personal Broadband Australia
Quotation Mark

We have been fortunate to work with Andrew and his creative team from the inception of our business. The design and execution of our site has been fundamental in winning over clients and establishing our footprint in a very crowded space. We also place great value on their input into our business process.

Vikram Aggarwal
CEO
Singapore
eat2eat
Quotation Mark

The team at Digital Tsunami was incredibly responsive, delivering a solution well ahead of deadline. Their technical knowledge was exceptional, they were innovative, and they were very meticulous. What's more, they understood my business and technical requirements and translated them into a user-friendly, refined, professional site which is conceptually simple and cohesive.

Glenn Murray
Director
Sydney, NSW, Australia
Divine Write
Quotation Mark

I happily recommend Andrew and the Digital Tsunami team.

I have dealt with many web marketing and support companies over the years, and have been very impressed with Digital Tsunami's response, advice and understanding of their field. I recommend talking to Andrew about your next web project.

Steve Peereboom
Brand Manager, Australian Monitor International
Melbourne, Victoria, Australia
Hills Holdings Ltd (ASX:HIL)
Quotation Mark

In taking the time to understand our business, industry and vision, Digital Tsunami created a site which strongly reflects our leadership position in the international market and our strategic direction.

Digital Tsunami's expertise in visual design, information architecture, innovative communication and evocative business writing, resulted in an extremely effective website which will contribute to our continuing expansion across the globe.

Travis Taylor
Communication Coordinator
Stapylton, Queensland, Australia
Multinail
error: We appreciate that you value our content. You are welcome to link to this page, but content is copyright protected.