(Van Nuys, California--July 21, 2014) When Sweatpants Media was contracted by the Viceroy Hotel Group to feature their newest location, the Viceroy New York in Manhattan they knew that the piece would need to communicate a high-end, high fashion feel. “The client’s expectations were, as always, high. Every shot needed to look like it was pulled from a fashion magazine,” explains Jonny Zeller, Sweatpants co-founder.
Jonny Zeller of Sweatpants Media
The vision was to create a fashion film that took place within the hotel space. While traditional hotel commercials focus on amenities and location, this one focuses on a lifestyle. Speaking of the inspiration for the piece, Zeller says, “The Viceroy in Manhattan channels the classic style of old New York. A mixture of old and new, it creates a timeless feel. Like a duet between Frank Sinatra and Jay-Z, this short film represents the success of the past and all the promise of today.”
Production used a Steadicam-mounted RED Epic for most of its shots. The entire piece was filmed in 5K. Though the majority was shot at 23.98, higher frame rates were used to accentuate the beauty of the actors’ movements through the hotel. Due to the high level of camera movement, Zeller and his DP, Alex Jacobs, opted for the Schneider Cine-Xenar III prime lenses instead of a larger, heavier zoom. Each of the lenses in the family, 18mm/T2.2, 25mm/T2.2, 35mm/T2, 50mm/T2, 75mm/T2.0 and 95mm/T2 was used during the production. Zeller appreciated that the lenses each have the same dimensions, do not change volume during focus, and focus and iris gears share identical positions. “The Cine-Xenars made things more efficient since the Steadicam op didn’t have to re-balance after every lens change,” Jonny recalls.
“The Cine-Xenar III primes captured the look we were going for without being distracting, which was something I was really happy with,” Zeller says. Alex Jacobs agreed, saying, “They have a nice, soft flare which to me feels a little more classic than other lens flares with today’s lenses, which are a bit more harsh and obvious.”
To see the results, view the video at:
For additional information on Schneider-Kreuznach Cine-Xenar III Primes, contact Schneider Optics, 7701 Haskell Avenue, Van Nuys, CA 91406 http://www.schneideroptics.com
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Schneider Optics, a U.S. subsidiary of acclaimed German lens maker, Schneider Kreuznach, represents a long history of extraordinary lenses, filters, for motion picture, television broadcasting, new media, home cinema and still photography as well as digital projection. Brands include, Schneider Kreuznach, Schneider Optics MPTV Filters, B+W filters, Century lens add-ons, and more.
Sweatpants Media is a full-scale, independent film production and creative agency specializing in unique, innovative content for film, TV and the web. Based in Long Beach, CA, the firm works coast to coast as well as abroad, filming in cities around the world. Young and hungry, Sweatpants Media tackles everything from broadcast commercials and viral web videos to uniquely creative branded content in a way that screams originality. http://www.sweatpantsmedia.com