Tag: tv commercials

14Mar

The Skinny on Camera Formats: Raw, ProRes, H264, and Why It Matters for Your Commercial or Video

Why should you, as a business owner, chief marketing officer, or advertising agency creative care about what format your TV commercial, promotional video, or company/corporate video is shot on? I mean, video’s video, right?

Nope.

You’ll find a few flavors of video formats out there that video production companies and video agencies use to capture the footage for your videos. From highest to lowest quality, they are:

  • Raw
  • ProRes with a log or flat profile
  • H264 (what most DSLRs use)

Among these three types of footage, there’s a lot of sub-types. But that’s for another day. Let’s talk about when and why you’d choose any of these options, starting with the worst choice.

The worst choice of video format is H264, which is used by most DSLRs.

H264 is a very heavily-compressed format. This means you cannot push the image in post-production very much, without the image falling apart. Why is this bad? Because a vital part of making a commercial or video look like it’s a huge-budgeted national-quality spot is the magic we add in post-production.  The color-grading. The finishing. When you try to really dive in with H264 video and polish it, you can only do so much. And that sucks.

A step up is ProRes with a log profile. ProRes is a higher-quality video format that a lot of professional cameras and recording devices can capture in, today. It’s a professional-level format. You can do a lot with this footage, because it’s not so heavily compressed like H264. And if it’s captured in log format (an article for another day), you get reasonable flexibility in post-production. A lot of your local news, and some national spots are done in ProRes.

The best quality is Raw. There’s lots of types of Raw, but for today we’ll talk about the kind of Raw that the RED Digital Cinema cameras and Arri Alexa cameras can deliver. These are the platinum standard in the production world, and these two cameras are responsible for most of the national TV commercials, TV shows, and feature films that you see. Professionals choose these cameras and Raw format when they can, because it means you get tremendous flexibility in post-production to polish the look of your video.

There’s a time and place for every tool in the toolbox. Wanna guess which one we use the most? Raw, of course.

 

24Oct

New York City Office For Video Production Company PatrickOrtman, Inc.

FOR IMMEDIATE RELEASE

New York, NY- October 24, 2013- TV commercial and corporate video production company PatrickOrtman, Inc. announces the opening of its new office in New York City.

“In 2012, we did a video production project for PepsiCo in New York. We’ve found that having a presence here is more and more a necessity as our business grows, and we’re proud to now officially be a part of New York’s TVC and corporate video production scene” says CEO Patrick Ortman.

The new location’s first project is a series of PSAs for a large university in November and December 2013, to be shot in Boston, New York, and Washington D.C.

PatrickOrtman, Inc. provides award-winning video production and TV commercial services to clients ranging from the Fortune 500 to smaller businesses and organizations across the country.

Contact:
Crystal Cartwright
production@patrickortman.com
228 Park Ave S #55187
New York, NY 10003-1502
Phone: +1 (646) 435-7945
http://patrickortman.com

###

© Copyright 2017. All Rights Reserved PatrickOrtman, Inc.