It is the first TVC shot using ARRI’s Alexa LF camera combined with Signature Prime lenses
Director of photography (DoP) Stefan Duscio has completed a TVC shot for Target Australia, a departmental store company, using the Alexa LF camera with new Signature Prime lenses from ARRI.
Explaining his choice of camera and lenses, Duscio said: “I’d seen test images online of the Alexa LF matched with the ARRI Signature Primes and believed it would be a perfect fit for fashion and beauty work. I think the introduction of larger sensor cameras like the Alexa LF and Alexa 65 goes some way to achieving that beautiful three-dimensional rendering of medium-format stills cameras that I also love to shoot on.”
As the first TVC shot using Alexa LF, the Target TVC was directed by Jessie Oldfield and Adam Murfet, and was shot in the rainforest of Byron Shire, Australia. Duscio also partnered Cinoptix, an Australian rental house, for this project.
“The size and handling fit into our camera department seamlessly as it felt very similar to working with an Alexa SXT body,” he continued. “I also worked with a regular collaborator and Steadicam operator, Justin Besser, as he guided the camera relentlessly through uneven hillsides, forests and creek sides.”
Duscio also pointed out the 47mm Signature Prime rendered the overall image and cast “very realistically and beautifully” for portraiture work while offering the crew longer depth of field, thus enabling them to cover a wider field of view.
He concluded: “Shooting a spring and summer campaign in winter is a regular problem in advertising, so we opted to shoot in a warmer, greener part of Australia that could pass for warmer seasons. Adam, Jesse and their producer Kate Menzies are wonderful collaborators, and they included me in early scouts to help guide the visual story in the commercials.
“This, combined with the Alexa LF and Signature Primes, elevated the visuals of this commercial to another level. This amazing camera gave us sublime natural colour, and these smooth soft lenses were just perfect for a TVC featuring fashion work of this nature.”