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

I am very happy with my new website from Digital Tsunami.

Not only did they design it, they also created my logo, and gave me valuable advice and professional feedback.

Through Digital Tsunami, my website now looks professional, easy to navigate and (through my customised CMS), easy to update.

Thomas Rydell
Composer
Eskilstuna, Sweden
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
Quotation Mark

Once again, thanks for your promptness and partnership.

The current challenge of my job at Abbott is one of the greatest I've faced in 25 years of IT career. It's reassuring to know I can count on people like you when things go wrong.

Claudio Falcão Gomes
Head of IT
Botany, NSW, Australia
Abbott
Quotation Mark

I have enjoyed working with you on this important project and have been particularly impressed by your company's professionalism. The speed and accuracy of your work has been first rate and your creative input has been instrumental to the success of the project.

Chris Gordon
Communications Manager
Hong Kong
Leighton Asia
Quotation Mark

Digital Tsunami’s work for Leighton International has been of an extremely high quality, highly responsive and flexible in approach. Andrew and his team worked with us to understand our needs and find the most appropriate solutions.

Keith Abbott
Group Manager, ODL
Abu Dhabi, United Arab Emirates
Leighton International
error: We appreciate that you value our content. You are welcome to link to this page, but content is copyright protected.