Cannes Lions, June 2001
 
A growing number of commercials across Europe are being created with the latest CineAlta 24P high definition technology from Sony to support high profile television and cinema campaigns. Agencies in the UK, Germany, France, Italy, Scandinavia, The Netherlands, Belgium and Spain have recently shot commercials with the HDW-F900 CineAlta 24P HD camera, signalling a widespread acceptance by the industry of the top-end digital production standard as an exciting new creative alternative to 35mm film.

"Over the last year, there has been a rapid growth in the number of commercials being shot with the CineAlta HD camera," says Kevin Wakeford, Head of Digital Cinematography Business for Sony Europe. "Major campaigns such as Adidas' "I Kiss Football" – featuring football stars David Beckham, Alex Del Piero and Fabien Barthez – have used CineAlta 24P HD to great effect, proving that the digital format can produce high quality images comparable to 35mm film. Just as George Lucas has adopted CineAlta 24P HD to shoot his next two Star Wars movies, pioneers in the commercials industry are embracing digital HD production for its efficiency, flexibility and very high image quality."

Wakeford continues: "There are now well over 50 companies across Europe supplying CineAlta 24P HD cameras and post production facilities, making it easier for commercials producers to find the best advice, support and equipment they need to work with digital HD. We are also working closely with Panavision, Canon , ARRI and other manufacturers to ensure that the HDW-F900 camera works effectively with the latest film lenses, matte boxes and other accessories. Just as these companies where the top standard for film, now Sony with all their experience in video and electronics is becoming the leading company in Digital Cinematography"

James Tomkinson, producer of the Adidas "I Kiss Football" commercials, says the decision was taken to shot with CineAlta 24P HD after extensive tests comparing it with 35mm film. The commercials were directed by Rocky Morton and produced by Partizan for Leagas Delaney. “We chose HD because it has a great look if left clean – in other words not corrected in telecine," explains Tomkinson. "The director Rocky Morton had used HD once before but none of the production team had, yet it worked well. It meant that we could capture all the business that you lose when you reload." CineAlta HD was also easier to work with in post production, where the 24P HD images were combined with Inferno created effects at London facility The Mill.