Red for the web? Puma and Nike think so

[Emery Wells]

We've recently finished two high profile jobs for Puma and Nike. Both shot 4K on RED, but both destined for much lower res screens (the web and the iPhone). The discussion about 'Why 4K?' pops up all the time and here are two real world examples of very high profile clients that understand how to take advantage of all that RED has to offer. If anything Im hoping these projects can serve as examples that all of you can point your clients to if the conversation arises.

More info about the projects on our blog:
http://katabatic.tv/re-for-the-web-nike-and-puma-think-so/

The Puma Index:
http://www.youtube.com/watch?v=KtNLpKPL6Eo&feature=player_embedded

iTunes Link:
http://itunes.com/app/thepumaindex

Nike Pro Combat
http://www.nike.com/nikeos/p/usnikefootball/en_US/proCombat

Nike Tools For The Job
http://www.nike.com/nikeos/p/usnikefootball/en_US/toolsForTheJob

Nike
Agency: RG/A
DP's: Mixed but Evin Grant shot some of it
Post: Katabatibc Digital

Puma
Agency: Droga 5
Editorial: Final Cut (the company not the software)
Post: Katabatic Digital

 

[Ketch Rossi]

Great Job Emery,

I agree with their ways, as even if you think you don't need it, is better to have it, since you can, then need it and not have it, knowing that you could had it!

Am I making sense

What I mean, is yes it costs more time and man power to record 4K as you need more media space and more computer power, and man hours to do the Post, but it is to me very valuable to have always the absolute best quality of your work, cause if you need it is there.

Most importantly to my results and tests, the fact that you are coming form such high rez files allows for so much more freedom of things you can do to the image and with the image.

 

[Anson Fogel]

Interesting....

Interesting....

Thanks for the post, interesting. We face the same fundamental question as a production shop focused on QUALITY and owning, selling RED and higher end post production as well as lesser tools and processes for lower budgets. As the distribution channel and demand curve moves more toward web even for nameplate customers, why RED?

I have to submit that in one of your cases, the overcrank ability of RED at reasonable resolutions may have helped the case, perhaps, not just the issue of ultimate end result resolution, fidelity, etc...there not a practical, lower cost option.