Last Updated: December 15, 2007 5:19 pm GMT
(SECAUCUS, New Jersey--December 15, 2007) In what one industry pundit has termed a move “from the shoe business to show business,”* Reebok (Canton, MA) is teaming with the IFC cable network for a celebrity filmmaking series that is being produced by a new entertainment arm of the company.

The series, called Framed, premieres this evening at 10:30 p.m. (re-airing Monday at 8:30 p.m.) Three 27-minute commercial-free episodes will appear by the end of the year, with three more planned for early 2008. All will be available on in February 2008.

Created in partnership with Carat/MY Entertainment and Roadside Entertainment (both of New York, NY), Framed features athletes who endorse Reebok footwear and apparel alongside celebrities in such fields as music and movies. Each show documents an athlete and celebrity who team up to create a short film, with the former as subject, the latter as first-time director. For instance, the rapper Nelly made his short with basketball player Allen Iverson. Actress Paz Vega (Spanglish) worked with the soccer great Thierry Henry. And actress Emmanuelle Chriqui (Entourage) directed basketball’s Baron Davis.

PRODUCTION: Directors of Photography Thom Stukas and John Tipton shot the series with the Panasonic AJ-HDC27 VariCam® HD Cinema camera. The AG-HVX200 P2 HD camera was utilized to supplement coverage with locked-off and time-lapse shots.

“One difficult aspect of the show was to separate the look of the body of the show from the finished film at the end, and this is where the VariCam really shone,” said John Hirsch, Executive Producer, Roadside Entertainment. “The total control of fine-tuned aspect of the color, exposures and frame-rates allowed us to give each show and ‘short film’ a totally different look and feel.”

“The celebrities directing found the flexibility of the VariCam enhanced the opportunity to capture great moments, especially when using high-speed frame rates like 60fps,” he continued. “For instance, the slo mo shots Paz Vega captured on the famed Nou Camp field in Barcelona are stunning.

“The HVX200, with its smaller footprint, was critical to capturing the documentary style of the show. We would use it hand held for off-the-set and intimate moments, or locked off for unique views of our different set-ups. The HVX200 is also a great tool for capturing cinema-quality time-lapse shots.”

The entire series was shot in 720p HD even though IFC still broadcasts in SD. “It was critical to Reebok Entertainment that Framed represent the best production quality available,” said Ron Yassen, Executive Producer, Roadside Entertainment. “We are using AVID for the entire post-production process, and all the shows are being finished on DVCPRO HD. Down-converted masters are being delivered to IFC.”

For more information on Panasonic’s full line of high-definition video cameras, visit the company’s web site at

For further information, contact Roadside Entertainment at 646.201.4121. Visit IFC’s web site at


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