Just this past year, Burlington unveiled 3rd Ave adding new restaurants and a bowling alley to an already buzzing area. In addition, New England Executive Park is transitioning their office park on Mall Road to become “The District” , which will become of the most luxurious office buildings to work at in the area!

The team here at McElroy Films wanted to make a special little video solely to showcase some of the amazing spots around Burlington! We truly couldn’t ask for a better town to work in!

Burlington Massachusetts Video Production from McElroy Films on Vimeo.

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Now, computer animation is very attainable for smaller projects. McElroy Films now has the means to portray products in 3D or create environments in 3D space and go where traditional video shoots cannot. Want to show a cutaway of your product? 3D animation can make it happen. Want to show very large or microscopic objects easily? Render them in 3D. Want to add pizzaz to your logo or branding? 3D can help that too. The world of 3D is limitless and a project is only limited by your imagination. Here, we want to show you how a 3D project goes from an idea to the screen.

1. As in any video project, the first step is to create an idea that concisely and accurately conveys your message. A producer translates your ideas into video terms and may storyboard or script a project so you can see how the video will play out before it is even shot or edited. This preproduction process is critical and helps you save money. The fewer changes late in a process, the less editing and animation time are required.

2. Once a concept is in place for 3D animation, the animator takes over and starts the Modeling process. During this process, the animator creates every 3D object that will be included in the final product starting with a virtual wire frame. The wire frame is like a skeleton for each object and is the basis for the shape. The skeleton may have ‘hinged’ portions that allow for moving parts further on in the process. Modeling is often the longest part of the animation process because it is essential that the wire frame skeleton be accurate for the final product to look as close to a real object as possible. Some clients have been able to save time and money by providing 3D CAD files of products to the animator. The 3D CAD drawings may need to be tweaked a little, but essentially serve as the wire frame.

3. The next step is Texturing. In the texturing process, the animator applies a sort of covering over the wire frame created in the modeling phase. This process is similar to paper maché where the texture starts flat and then wrapped around the wireframe. The texturizing process is where an object gains realism. A gold object, for instance, would need to textured with a layer that is both accurate in color and the luster of gold. Skin on a face would need the right hue and detail to seem real. When texturizing 3D objects that actually exist in real life such as products (Fans, cars, etc.), the animator will actually carefully photograph the object and use the resulting photos to texturize the model.

4. After all the objects are modeled and textured, the animator will place them in 3D space and light them. This Lighting phase is very similar to lighting in the real world in that simulated light is strategically placed in the 3D environment to make sure that the object is visible, but also determining shadows and contrast.

5. The next step is to add particles to an animation. If the idea calls for fire and smoke, the animator will add those ‘particles’ of fire and resulting smoke in this phase. Particles range from fluids, sand, clouds, weather (rain/snow) and other similar phenomenon.

6. After all the Modeling, Texturing, Lighting, and Particle Additions are complete, then begins the actual animation process. ‘Animation’ is the actual manipulation of objects in space over time. It is a very mathematical process where the computer is told where an object is moving (Point A to B) and how fast (The period between point A and B). Depending on many factors, this process can take quite a bit of time, but it is where the actual magic of the video happens; when the object is given life.

7. When the animator is happy with the animation, the project is put through a rendering process. Rendering is essentially telling a computer to finalize the animation so that it can be viewed in real time. Because of the complexity and high definition nature of animation, often, the animator can’t even watch his progress until after the animation is rendered. This process has everything to with computer processing power and can take anywhere from a few seconds per video frame to hours depending on the scope and scale of the project. When it comes to budgeting a 3D animation project, a good way to make sure to keep costs low is to make sure the animator only has to render the project once. If there is a great plan in place from the beginning of the project, there will be fewer problems down the line.

8. The final stage in the animation process is the Editing stage. It is here that components such as sound, music, titles, and voice over are inserted into the video and the final touches made. It’s very tough for us video production folks to escape this fact, but it’s true: Sound is everything and can make or break a video. A video can look gorgeous, but if you put an inappropriate music selection or voice over under the video, it will be unwatchable. The editor in this stage helps make sure that the beautiful animation is given a proper audio treatment.

To see some examples of our 3D animation work check out our portfolio.

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Learn more about Victory Programs, the place with the red door in the video below.

What’s Behind the Red Door? from Victory Programs on Vimeo.

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1.Location: Scouting the filming location is key, especially if the client is working with a limited budget or number of interview subjects. Access to multiple filming locations or backdrops will make the subtle difference between your client’s videos looking manufactured instead of interesting and professional.

2. Lighting: Lighting a set can be tricky because of the various factors that need to be considered, especially when filming on-location instead of in-studio. The time of day/duration of filming, location, and lighting setup should be selected and scouted before the shoot.  Depending on the budget, hiring an experienced gaffer that understands all facets of lighting will save time and money, particularly during post-production.  For corporate interviews, a three-point lighting scheme should work…just don’t forget to bring extra bulbs and a pair of gloves!

3. Camera Setup: Interviews are typically framed for medium shots (MS), medium close-ups (MCU), or a wide-shot, (WS) depending on the style of the interview. For stylistic shots, try framing close-up shots of the subject. A traditional interview setup places the interviewee and interviewer diagonally from each other so that the interviewee does not speak directly too the camera, which can make the client’s interview message feel contrived and or forceful to the audience. Have the producer or interviewer sit to the side of the camera’s and at eye-level with the subject.

4. Audio:  Audio can make or break a video. Bring a variety of mics, batteries, sound blankets, and cords because when it comes to audio, you can never be to prepared…wardrobe incompatibilities, weather, and location can throw audio curve balls. For interviews, the lavaliere mics are ideal because the mic has a short pickup and is omnidirectional, which means the mic picks up noises from every direction. A shot gun mic should be setup to record room tone and is suitable for recording audience questions or commentary.

5. Wardrobe: Provide your client with a list of suggested attire in advance so that they have time to find the right outfits. Your client should bring AT LEAST 4 to 5 different outfits to set. Need more specifics? Come to set with at least 2 different suiting blazers and several dress shirts. Avoid wearing whites, greens (especially for green screen shoots), stripes, fluorescent colors, bold patterns, graphic prints, and clothing that shakes, rattles, or rocks because the lav mic will pick up the sound and compromise the sound clarity.

6. Makeup: Command the set. Show you’re confident and capable. Satisfy the client by coming prepared with a basic makeup kit that contains a roll of paper towel, makeup remover wipes, hairspray, combs, a mirror, disposable makeup applicators, and various shades of translucent pressed powder. Understandably, applying makeup to a stranger’s face can be awkward but powdering your client’s t-zone before rolling is a standard practice that should not be avoided. For quality content, your interview subject should feel comfortable and confident enough to speak open and honestly. These subtle touches will relax whoever is in the hot seat… sitting under the lights can make can anyone sweat and feel self-conscious so powder the forehead, temple, nose, chin, and any other shiny spots ahead of time.

For more information contact us at info@mcelroyfilms.com or call 718 229 5900.

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McElroy Films creates our first “Unboxing Video” of Apple’s new Mac Pro. As the name indicates, unboxing videos offer viewers the opportunity to join in the thrill of revealing what’s inside the pristinely packaged box. The craze is so popular that technology and video production companies race to post the first unboxing videos of new products. People tune into web video sites like Youtube to seek out the quirky genre that has audiences of all ages happily living vicariously through others. Enticed by the mystique of birthing a new gadget from cleverly constructed packaging, consumers enjoy witnessing the big reveal first-hand. For high-tech companies like Apple, Microsoft, and Samsung, the extent of their client’s brand loyalty is well documented and inspiring. Given the popularity of the video and our love of gadgets, we decided to film a quirky spin on the “Mac Pro Unboxing Video.”

Filmed in-house, this video shares the excitement of unwrapping a new toy! Staying true to the genre, we created an unboxing clip that features most of the necessary traits, including warm colours, up-beat narration, quirky music, animation, as well as detailed product shots.

Enjoy!

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Shift Communications called upon President and Executive Producer, Benjamin J. McElroy to film BTS (Behind the scenes) on-location of Jay Leno’s 60 Minutes special “Jay Leno Goes Home” Original Air Date: January 26^th, 2014.

The TV special includes footage of Jay in his old stomping ground of Andover, Massachusetts. Revealing many secrets including how he started his work career at McDonalds flipping Burgers.

McElroy received the call early Saturday, January 11th to film run & gun footage at the McDonald’s restaurant, 195 N Main St, Andover, MA. On the scene were many cameramen and producers. All following Jay’s every move from flipping burgers to serving unsuspecting customers in the drive through. Suddenly, fast-food goers realized was happening and soon the whole entire restaurant was packed with fans eager to catch a glimpse.  All in all the whole production lasted about 45 minutes, as soon as it started it was over when Jay was whisked away in a black sedan.

McElroy Films was honored to capture such a great moment on video. Take a look at the photos above!

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1. Solve Your Video Problems:  Uncertain of how to optimize a video online, or create a video that sells your brand? Or worse, are you working with a limited budget? Fear not,  because there are professionals who will work with you to create a concept as well as strategy that effectively leverages your video either online or in the field. How? A professional can explain the features and benefits of filming different types of corporate videos as well as uploading content to various social media and video hosting websites. Throughout the production process, a videographer’s goal is to ensure that the client’s overall objective is successfully met.  A videographer can provide viable alternative ideas for filming effective videos that work within any budget. Don’t be afraid to ask for input during your initial phone call, as you will  then be able to assess if a production company or videographer is invested in working with you to meet your video needs.

2.Valuable Experience: Whether a videographer has a certificate, degree, or years of experience in the field, the true test of his or her experience is based on how well his or her images speak to the desired audience.  By working with a corporate video production company, the client can trust that the videography captured during production is the based on a strategically thought out shot list and production plan that allows for the content to speak to the target demographic rather than the ego of the videographer.

3. A Business: By choosing to work with a corporate video production company, you are embarking on any other business relationship. Ultimately, both parties are agreeing to work together to ensure that a product reaches its optimal selling potential.  A production company’s success is attributed to its understanding of its target market as well as its client’s target demographic. A production company studies the market, researches existing and future trends, and most importantly, places the necessary attention on learning and implementing marketing and selling strategies that lends itself to video production.

For questions or inquiries regarding professional videography and production contact info@mcelroyfilms.comor call 781 229 5900.

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McElroy Films has moved down the street to 99 South Bedford road in Burlington, MA, just minutes from Boston. The new space provides sorely needed space for new video editors as well as a dedicated studio space for green screen shoots and interviews. The new space has a state-of-the-art 3D theater with surround sound and comfy seating. The space is very distinct with the main area designed as a completely open concept from the front to the rear of the office. Editors will have new freedom to collaborate on projects in the open area and take their lunch in the new staff lounge. There are also be two enclosed editing suites for client visits and audio editing featuring client monitoring and seating. Over all, the space will really accommodate the fast growing company with even more space to grow in the immediate future and beyond.

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