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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
POST PR OD UCT ION SoyJoy - O&M Singapore Melissa George stars alongside Josh Hartnett in Ghost House Pictures/Columbia Pictures ‘30 Days of Night’ Moccona - The Sweet Shop and M&C Saatchi Sydney DIGIPOSTGOESF Gold medal performances require serious drive and discipline. To be world-class demands commitment and, most importantly, it takes talent. Digipost see delivering world-class VFX to be somewhat like competing in the Olympics. The challenge is great but the rewards are substantial. “To win gold, you have to be focused”, says Stephen Douglas, Digipost general manager and self proclaimed industry ‘know all’. “On one hand you have to be highly creative and able to think outside the square. On the other hand you still have to get the fundamentals right”. 60 CAMP AI GN B RIEF SIX MONTHS INTO HIS NEW ROLE, Douglas sits in an of fice, a dorned with Crystal Palace FC memorabil- ia, on the ground floor of Digipost’s new multi-million do llar Au ckland facility. From prime po sition near the entrance he observes th e daily comings and goings of clients. “We find the current times pretty exciting. There’s a cons tant stream of clients f rom a ll o ver the world comi ng throug h t hat d oor”, h e exp lains. “I ’m convinced t hat ’s because we haven’t for gotten th e roots of post production s till li e in world-clas s VFX, 3D an imati on, audio and colour gradi ng. The re’s strength in that, esp ecially in th e current market” When quizzed by Campaign Brie f about market conditions at present and what opportunities he se es for future growth, Douglas is quic k to point out that a successful company must have the ability to consistently perform regardless of market fluctu- at ions . T hat’s wher e, he says, Digipost thrive. “At the e nd of the day it’s all about the content, the creative idea, the client’s needs, and most critically, the ability to deliv - er,” says Douglas. Dig ipo st is one of t he region’s most success ful post p roduc tion companies. Credited with startin g the di gital revolu tion in New Zealand in the early 1990s , t hey know a thing or two about being on the cutting edge and have witnessed plenty of change in the industry. Asked to comment about the key ingredient s for ‘making it ’ in th e post business, Douglas quotes four things: cle ar focus, drive , ast ute management and most importantly the work. “You can’t afford to have your head in the clouds. There is a lot of talk about boutique this, mul- timedia that…sure, you ne ed to be addressing future needs but at the same time you must have your feet firmly on the ground producing top work otherwise, before you know it, you won’t have a business to run.” Diversity seems to be the key fac- tor in Digipost’s su ccess. It pro - vides the strong base f rom which the company has built its inter na- tional business. Like th e n orthern hemi sphe re’s MPC, F ramest ore and The Mill, Digipost is regularly working on both TVC and feature film projects. Their net is spread across a number o f in ternational markets, including Nort h Ameri ca and the Asia Pacific, and th ey ar e capable of del iveri ng a range of styles and genres. Apart from stability, Douglas sug- gests the diversi ty mode l bri ngs value to age ncy and production clients. Says Douglas: “Doing fea- ture work a s well as commercials gives us a strong VFX repertoire that benefits the TVC production side of what we do. Our talent is sharper, more creative and versatile as a result. If we can creatively and skilfully deliver on a large scale fea- ture, we can c ertainly deliver for a TVC project”. Integral to s trategy, the Auckland operation invests heavily to ensure creative teams have the absolute best t echnology and know-how at their fing ertips. Recent Inferno, Flame and Smoke upgrades provide digital artists with serious firepower at the high end, and there is an ever increasing range of lower end s ys- tems and gadgets catering for an insatiable appetite for new technol- ogy to support evolving digital tech- niques. Digipost’s new Baselight FOUR digital intermediate solution offers a host of friendly grading tools and tricks they say will appeal to com- mercials directors, DoPs and cre- atives. It promises to provide a slick cost effective solution for television programme and commercial clients, unlocking the advantages of non- linear grading. The DI set-up is ideally suited for JU L Y /AUGU ST 2 0 08
May June 2008