Steele VFX, a Santa Monica-based company specializing in visual effects, compositing and animation for commercials, music videos and television, introduced its new high-definition (HD) infrastructure this month.
A key reason for the expansion was notable growth in cinema advertising, explained executive producer Ian Dawson, who has been steering the transition. "Some clients need film releases for movie theaters, as well as NTSC and PAL versions," said Dawson. "We suggest clients transfer to HD, composite at HD resolution, and then down convert for their [standard definition (SD)] requirements."
The heart of the Steele VFX pipeline is a newly installed eQ, Quantel's HD nonlinear editing system that features an open Windows environment, AAF support and 16-bit image quality. Also, the eQ Resolution Co-existence feature allows 1080/24p, SD and low-res image quality in the same timeline with no rendering, as well as the ability to output multiple versions in real time, without rendering. eQ also features the Henry and Paintbox effects and compositing capabilities familiar to Quantel users, including tracking, color correction and title generation.
Steele VFX is equipped to master to HD D5 or HDCAM.
The new eQ has already been used for color correction on a Pontiac campaign via agency Chemistri, Troy, Mich. The campaign was directed by Jeffery Plansker of bicoastal Anonymous Content, and edited by Noah Herzog of Spine, Hollywood. The work was delivered in standard definition for broadcast.
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