Archive notice: This article was originally published on December 10, 2009. Links and embedded videos are preserved as part of the historical record.
According to the company, Purecast Procontent Ltd. was founded in July 2009 by Julia Cordes and Andreas Leutner and is based in Munich. The specialist in the media and communications economy and the experienced image and media-technology professional aim their digital product-videography service at companies that sell their products primarily through the internet or television. Jewellery, watches, fashion and delicatessen products, through to presentations of hotels and prefabricated houses: everything is filmed and made tangible to prospective customers in various detailed views and from different perspectives.
Thanks to increasing transmission rates and server capacities, moving images are at the forefront of the competition for customers’ attention. Until now, digital-film video productions were regarded as extremely elaborate and costly. Purecast Procontent demonstrates that there is another way. High cost efficiency and short production times provide its
competitive advantage. An entire network of small, flexible teams handles production equipment appropriate to requirements, suitable shooting locations and post-production, the company explains.
For traditional watch manufacturer Schäuble & Söhne Manufakturwaren GmbH of Karlsruhe, for example, production took place in Thomas Harbers’ Greenpost GmbH studios in Munich. Various product videos were shot using a P&S Technik SI2K camera at 2K resolution, or digital intermediate, in 10-bit RAW format in CineForm AVI. ARRI macro lenses at 50 mm, 100 mm and 200 mm, together with several prime lenses and a Cinegate 16 mm zoom from 10 to 100 mm, were used. The
recording was made with a MacBook Pro in the CineForm AVI codec directly to an external hard drive, the statement continues.
The advantages of this arrangement are clear. First, with various adapters, the camera is suitable for a very large and readily available selection of lenses and accessories, the company continues. Second, recording to hard drive makes inexpensive, tape-free recording possible, while allowing post-production and the output format to be designed with extreme flexibility. Purecast Procontent used the following collaborations for this production: grading on SpeedGrade at Greenpost GmbH in Munich, FilmLight at MTI Teleport Postproduction in Munich, editing in Premiere Pro at Die Sterne Film GmbH in Munich, and Final Cut and AVID at Double D Productions in Ismaning.
The reference fashion shoot was carried out in the studio of Virtual Planet Group GmbH in Munich. Production used a Grass Valley LDK 300 camera and Kayak DD vision mixer. Recording was in SD as a DPX image sequence through an HP workstation with Blackmagic Design DeckLink hardware to an external hard drive. A production such as the watch clips described costs customers from around EUR 150 per clip for 50 products or more, including
colour correction and editing. The films can also be used by companies at trade fairs or for public relations. Cooperation with photographic studios enables moving and still images to be combined, saving post-production costs.
Another Purecast Procontent service is live transmission and video production for events, throughout Germany and at every quality level from online to HD. Customers can also have their existing film material digitised and archived by Purecast Procontent, with partial or full inspection, colour correction and/or individual-frame retouching as desired.
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