Budweiser and its parent company, Anheuser-Busch, didn’t have an HD spot on the Big Game, but they did have a hi-def presence at the Super Bowl, right outside the Georgia Dome in Atlanta, where the Rams and Titans battled it out. Anheuser-Busch unveiled its traveling theater just steps from the stadium venue. Housed in two tractor-trailers, the theater will travel to different sites and attractions sponsored by Anheuser-Busch. It seats 40, and has a 12×18-foot screen onto which hi-def video is projected and accompanied by SurroundSound.
Anheuser-Busch’s 10-minute hi-def video, "Bud World," debuted at the theater on Super Sunday. The video is a combination of new and existing footage. The new footage, shot with an HDCam, was helmed by Richard Kouris of Blue Mountain Productions, Los Angeles. Some of the existing footage was upconverted from digital tape due to its multiple layers of compositing (i.e. Budweiser "Lizards" spots). The video is essentially a day in the life of Budweiser, containing a visual explanation of the brewing process and incorporating icons such as the famed Clydesdales and lizards. NBC Sports broadcaster Bob Costas was the narrator.
The post/effects facility on "Bud World" was Optimus, Chicago. Optimus editor/partner Randy Palmer cut the video together on Avid. Colorist Frank Sparano transferred the film on Optimus’ Philips HD Spirit Datacine, then color corrected all the footage in a daVinci 2K color corrector. Ken Kornacki did the graphics and title work on an InfernoHD. Then online editor Mike Weber took over in Optimus’ FireHD room. He upconverted the existing tape footage, then took all the elements and compiled the complete 10-minute video, all in hi-def.
Contracting Optimus for the job was Anheuser-Busch Creative Services. John Fowler and Rich McEwen were creative director and producer, respectively, on the project. Jim Row executive produced for Blue Mountain Productions. Optimus’ executive producer was Julia Finlayson.
A fixture in Chicago’s post community, Optimus has had its HD operation fully up and running for four months, according to company president Tom Duff.
