Kodak has added an array of informational content geared toward the advertising community and, particularly, its younger members. New editorial includes real-world, film-centric stories about creating commercials, a question-and-answer section meant to “cut through the marketing hype surrounding format choices,” as well as a glossary of terms and a calendar of events.
"There is a lot of confusion and misinformation about why and how commercials should be produced for high-definition broadcast and display," says Melanie Jones, commercial segment manager for Kodak's Entertainment Imaging Division. "The purpose of this site is to help provide information and highlight examples of how agency directors and creatives, broadcast producers and filmmakers can work together to create memorable spots for clients."
One section of the site focuses on stories that discuss the creative
decisions made in the production of a spot or campaign. This area also features an online exclusive article with such influential cinematographers as Bill Bennett, ASC; Paul Cameron; Allen Daviau, ASC; and Wally Pfister, ASC, discussing the art and craft of shooting :30 stories for airing in HD formats.
"Today's film technology gives you the creative latitude and flexibility that are needed to translate nuanced concepts in scripts into images on the screen," says Jones. "Our goal is to provide useful information that will help the advertising community get noticed for their creativity."