smoke used for KTVT's Promo Gets Super Bowl Airing
Jerry Wise, smoke artist for KTVT, CBS 11, began editorial
on a fifteen second promotional spot entitled "Coverage You
Can Count On", he readily admits a fair share of fear and
trepidation at the enormity and complexity of the task set
before him. He certainly had no idea that not only would it
win a major network promotion award, but would wind up airing
in Super Bowl XXXIII.
David Hershey, Creative Services Director, explained the concept
behind the spot, "The idea was there are scores of anchors
and reporters in the field and also many factors that piece
together our daily news programming. We wanted to illustrate
the fact that we have a lot of good people reporting the news,
but also great technical and behind-the-scenes support that
create the entire picture. I compare it to one of those mosaics
composed of lots of little pictures that when you look at
it from a distance, looks like an entirely different picture.
We do high percentage of editorial on smoke and had total
confidence that between its power and Jerry's artistry, we
could translate this concept to video. We were right. The
original :15 promo won the CBS network Eye on Excellence Campaign,
an award given to one affiliate per year. Then we created
a :30 version by adding exciting on-the scene coverage and
this was the version that ultimately ended up airing on the
Super Bowl. That was exciting!!
Wise stated, "If I had tried to do this on a non-Discreet
system, I don't know how I could have done it. The spot used
almost 40 different headshots of anchors and reporters that
needed to be layered to finish with a total of 570 DVE boxes.
After mapping out a vertical and horizontal grid, I strategically
placed the main talent so they were evenly distributed throughout
the DVE boxes. After creating the initial background, I added
in thirty video layers at a time, building as I went."
"It was a bit scary given that if one small mistake was made,
I'd have start the whole process over. Fortunately for us,
the smoke made this process completely feasible. I used the
DVE to create the numerous boxes, the Color Corrector to
adjust the gamma and also used ScanLines and Glows from Sapphire
to create a scanned line film effect to replicate a genuine
television screen appearance. Everything was globally choreographed,
matched up perfectly and was impossible to tell any generational
loss. It flawlessly created the effect we were going after."