Post-production studio lends creative, technical expertise to commercials for major grocery chain
AlphaDogs, Inc., a post-production studio focused on keeping clients “ahead of the pack,” today announced that it has completed post-production work on a series of television commercials for Stater Bros., one of the largest privately held chains of grocery stores in the U.S.
The advertising campaign, with the tagline An American Tradition, consists of ten 30-second television spots that emphasize the quality of the grocery store’s offerings as well as its low prices.
In the past, Stater Bros. had created its ads on film; this series was the first shot entirely in high-definition (HD) digital using Sony’s 24P camera. After the segments were created, Terence Curren, president of AlphaDogs, helped them save money and time in the post-production process.
“We decided to edit the new spots at AlphaDogs because of their stellar reputation, and I must say it speaks for itself,” said Lisa Shanks Thomas, executive producer and owner of Heartland Media Productions, which directed and produced the commercials. “Everyone was very professionals and helpful, but with a relaxed atmosphere. Terence Curren is a terrific editor and was immensely knowledgeable in the 24P environment. We consider AlphaDogs at the top of our list.”
According to Curren, Stater Bros. originally planned to have AlphaDogs do HD online editing, which is quite expensive. “When I spoke with them,” said Curren, “I discovered that the final product was to be delivered in standard definition—they shot the ads in HD only to get the ‘film look.’ I suggested that we down-convert the master tapes and do the work in Avid® Symphony™.”
Because of the speed necessary to complete the ads, Curren used Symphony to edit both offline and online uncompressed. “Because AlphaDogs has three terabytes of storage available, it’s no problem to have all the media online.”
As always, Curren’s team used its creative and technical experience to provide the client with an outstanding finished product. “One spot needed to go from an ‘old film’ look to current day,” explained Curren. “AlphaDogs used a combination of sepia toning and Boris Continuum’s Film Damage plug-in. We didn’t need to fake the film motion, as the source was 24P. After AlphaDogs cut the spots to the clients satisfaction, we used Symphony’s color corrector to achieve a final look that the director was happy with.”
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About AlphaDogs Founded in 2002, Burbank-based AlphaDogs, Inc. quickly established themselves as leaders and innovators in the rapidly changing digital post arena. The company maintains an early adopters edge; testing and assimilating leading technologies to keep ahead of the pack with solutions such as the RED camera and were the first post house in Los Angeles to take delivery of the Avid Symphony HD editing system. Personal attention from a seasoned award-winning team assures client satisfaction accompanies each cost-effective delivery of superior post production services—from editing and audio re-recording to broadcast design & effects.
AlphaDogs is home to the popular Editors' Lounge and headquarters of the growing media transfer specialty service Digital Service Station; now serving California, Colorado, Florida, Illinois and Ohio. AlphaDogs is located at 1612 West Olive, Suite 200, Burbank, CA 91506.
Visit the AlphaDogs team on the web: www.alphadogs.tv.
