(Van Nuys, California--March 6, 2013) When Snackhaus, a creative content production company based in Los Angeles, was putting together a video shoot for denim fashion brand Articles of Society, Director/Cinematographer, Chris Laughter realized there was a problem. The location, an old house built in the 1920s up among the horse ranches near Santa Clarita, California, had a very poor electrical infrastructure and bringing in a large, noisy generator was out of the question. In order to decrease his power draw while maintaining the quantity of lighting needed he turned to Litepanels.
“The location was perfect,” says Laughter, “with great character and rustic charm, it was just the look we wanted for our Spring/Summer 2013 Articles of Society videos, but unfortunately the electrical wiring was equally rustic. Many of the outlets didn’t work or were unreliable. I knew Litepanels® would be releasing their Sola 12™ LED Fresnel soon and I thought it would be the perfect tool for this job since it only draws 350 Watts but outputs about 2K worth of light.”
The team at Snackhaus shot in 4K with the new Canon EOS-1D C cinema camera. “We were primarily shooting video for Articles of Society’s denim jeans line,” says Laughter, “but by shooting in 4K we were able to deliver still photos for concurrent print and online promotions as well.” View the finished video at
The Snackhaus team was chasing the sun and with twelve different setups, they had a lot of ground to cover. “The small form factor of the 1D C allowed us to move quickly,” Laughter explains, “but the Litepanels fixtures were just as quick and incredibly versatile. I had a bunch of Litepanels at my disposal: the Sola 12 LED Fresnel, a Sola 4 LED Fresnel, two 1x1 Bi-Colors, and a Micro.” Visit https://vimeo.com/59171645 to watch a behind the scenes video on the making of the Articles of Society Denim Fashion Video.
“We kept the Sola 12 attached to our longest stinger and our most reliable outlet for all of the interior shots because we kept moving it around the house and punching it through windows to create nice, direct beams of daylight streaming through. We also brought it inside for one shot of our model doing some stretches on a rug. Even with the low ceiling in the house we were able to find a great angle and the Fresnel allowed us to focus the beam for a beautiful back light.”
Even after running the Sola 12 for hours at a time, our gaffer and key grip were able to adjust and reposition it quickly without gloves or any fear of burning themselves. Not to mention we didn’t have to worry about burning the low ceiling.”
Roughly two-thirds of the setups were inside and for them Laughter deployed the 1x1 Bi-Color fixtures to light the model. “Having the option of adjusting the color temperature was great,” says Laughter. “With the Bi-Colors I was able to dial in the perfect balance of daylight and tungsten to give her a slightly warm look against the daylight from the Sola 12.”
During one scene in the kitchen, the model was making coffee with her back to the camera before walking over to the table and sitting down. Laughter decided he wanted to add a little light to accentuate the Articles of Society logo on her jeans. The gaffer quickly grabbed the Litepanels Sola 4, dropped in a 1/8 CTO gel and trimmed the light with the barndoors. “He handheld the Sola 4 about waist-high and tracked our model through the shot, keeping the spot on the logo as she moved,” Laughter adds. “Being able to quickly grab a lightweight Fresnel that is cool enough to be operated handheld without gloves is great, and we used it on multiple setups just like that. We even used the Sola 4 on a stand arm about eight inches from the lens to create some great flares a few times.”
For more information on products from Litepanels, part of Vitec Videocom, a Vitec Group company, contact Litepanels, Inc., 16152 Saticoy Street, Van Nuys, CA 91406, Email: firstname.lastname@example.org http://www.litepanels.com
Snackhaus is a creative content production haus based in Los Angeles. Working with some of the leading DIY creatives in the digital content atmosphere, Snackhaus collaborates with clients to produce visually stimulating, story driven, short form branded and commercial content that is diverse in aesthetic and easily digestible by nature.
About Articles of Society
Revolutionary to its kind, Articles of Society has adopted a unique role in the premium denim industry as the first brand to offer consumers superior jeans at an affordable price. The company launched in 2012 after recognizing this missing element in the denim market and refusing to compromise quality for value. The brand satisfies a fashionable, budget-conscious generation with denim that is cutting-edge, versatile and above all iconic.
Litepanels was founded in 2001 by 5 professional gaffers and engineers who saw the future and pioneered LED (light emitting diode) lighting for motion pictures, television and the audio-visual industry. Their Emmy® award-winning technology has now been used on thousands of productions worldwide and is trusted by the world’s leading broadcast organizations.
Backed by the Vitec Group’s legacy of 100+ years in the broadcast and production industry, Litepanels continues to expand its suite of flicker free, color accurate, fully-dimmable soft lights that talent and Lighting Directors admire. These environmentally friendly fixtures practically pay for themselves with power savings and long life, setting a new standard in professional lighting. Along with other leading brands in the broadcast and professional videographer industry, Litepanels is part of Vitec Videocom, a Vitec Group company. For more information on Litepanels, visit http://www.litepanels.com
About Vitec Videocom
Vitec Videocom brings together some of the most respected, most innovative and most sought-after brands in the industry: Anton/Bauer, Autoscript, Litepanels, OConnor, Petrol, Sachtler, Vinten and Vinten Radamec. It acts as an endorsing brand for these market-leading broadcast, film and pro video products, encouraging multi-brand system sales and simplifying the way that customers worldwide do business.
Vitec Videocom is an operating division within the Vitec Group, an international business serving customers in the broadcast, photographic and military aerospace and government markets. Vitec is based on strong, well known, premium brands on which its customers rely on worldwide.
Vitec Videocom - innovative products around the camera.