HOLLYWOOD - 7ate9 recently delivered four eye-popping broadcast spots for MHD, MTV Networks Music Group's new high definition music television network that launched back in January.
The studio was given four weeks to create and produce four spots, all of which were MHD channel promotion themed. 7ate9 conceived, directed and produced a series of four comic spots, which compare really bad musicians - rappers at a bus stop, guy in the shower, a one-woman band, and a karaoke virgin - to HD concert footage from Kanye West, The Dave Matthews Band and Bon Jovi.
7ate9 director of photography, Keith Duggan shot the spots with a Sony F-900 HDCAM and Sony's HDV camera at a 29.97 frame rate. Director Artur Spigel says the challenge was developing a concept, writing scripts, casting talent, producing the shoot and posting the entire campaign in just four weeks. The team managed to shoot all four :30 spots at four different locations over of the course of one long day.
The studio also produced promos, interstitials, and radio spots for the network.