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Issue: HD - Jun 29, 2005

MAD.HOUSE FINISHES HD CANON SPOT

NEW YORK - Mad.house's (www.madhousenyc.com) editorial, design and effects teams all came together to post a high definition spot for Grey Worldwide and its client Canon. The :30 "Impossible" spot features parents proudly watching their son play in a peewee football game. As mom snaps pictures with her Canon Digital Rebel XT camera, Dad imagines his son as a pro, catching a touchdown in front of a sold-out crowd.

Back in reality, mom captures junior as he lands in the end zone. The ref, unsure of the call, eyes the picture on the camera's display and then signals "Touchdown!"

Craig Warnick, editor/co-owner of Mad.house worked with director David Cornell of production company Headquarters and special effects house Big Film Design, traveling to LA for the 35mm shoot. While on location, Warnick cut dailies using Avid Xpress on a laptop. To make sure the transition of the boy becoming the pro went smoothly, both were shot using a motion control camera.

Back in NYC, Warnick cut the final footage on his Avid. To create a smooth closing sequence, Mad.design design director Lisa Kwon framed the final scene in the Canon camera's lens before segueing to the final animation. The spot was finished in HD at 24p and mastered to D-5.