“I have been very impressed with the set of lenses/optics that the HDWF900 has, because it gives you practically the same depth of field as 35mm.”

The Dodot publicity campaigns have always been noted for their creativity and image quality. In a new commercial, both the production company Ovideo TV and the director Maria Ripoll, have chosen to film in high definition with the CineAlta HDW-F900 high definition camera.

“At first,” says Ripoll, “there was some reluctance from the agency, which of course is normal because we are pioneers. However, I had worked on feature films with HD in the States and had been very pleased with the experience and, furthermore, the people from Video Efecto had assured us that there would be no problems in post production, so we went for HD.

"In the end, after seeing the commercial, neither the agency or the client asked if it was made on film or video."

Coca points out that; “Ultimately, it is the commercial that counts, and the technique supports the story. It’s like motor racing; if you don’t have a good driver, even if you have the best bike, you won’t win the race”.

Coca also says that using HD saves costs compared to 35mm. “Not only do we save when buying the raw material, but also on the costs of the laboratory and telecines. With HD, you just take the tape and go directly to off line.”

Ripoll adds: “I have been very impressed with the set of lenses/ optics that the HDW-F900 has, because it gives you practically the same depth of field as 35mm. Just like the director of photography, on seeing the quality of image and the depth of field you get with this camera, I forgot the discussion over film and video.”