--
IKA Collective produces campaign for Discovery Life Channel --
Tue, 10 Mar 2015 10:36
--
How do you capture the arc of a life in 60 seconds? That was the challenge director Ian Karr and creative boutique IKA Collective were tasked with for the debut of Discovery Life Channel. The 60 image spot, Love Every Step, captures the life story of a young woman from childhood to the birth of her own daughter.
So many people are moved by this spot, I directed it and it still chokes me up, Karr says. This was one of those great projects where the whole became more than the sum of the parts, kind of like life itself. For this spot to resonate it couldn t just look like real life, it needed to feel like real life. Only we had to condense that lifetime into two days using actors, lights, wearable cameras and visual effects. That required an approach that looks deceptively simple, but in reality was incredibly complex and nuanced.
Shot on location in New Jersay and at New York-based production space Gary s Loft, Love Every Step opens with a POV shot of a baby in her crib while her excited parents coo over her. From there we travel through a series of moments that make up a young woman s life birthdays, friends, first kiss until about 20 seconds in when, just as in real life, it takes a life-altering turn courtesy of a serious car accident. The spot then adopts a redemptive tone as she recovers, falls in love with the EMT who saved her, marries and starts her own family. The spot ends with the woman and her husband watching their daughter s first steps as a female voiceover intones, Life is a journey. Discovery Life, love every step.
Concept and Casting Development
The creative for the brand spot was led by Matt Kendis, marketing creative director for Discovery Communications, and Kyle Russell, senior director, marketing production management, who oversaw the development of the POV concept with their in-house agency creative team, led by Brett Krauss, senior art director and Tara Belkin, executive producer. Senior vice president Doug Seybert is at the helm of the Discovery Life Channel marketing team.
Discovery Life is the story of life s most challenging and rewarding moments. We wanted to make sure our introduction to the brand was relatable, immersive and an experience to remember, Kendis says. Ian immediately saw the potential in the concept and captured pitch perfect performances. The spot is hitting the exact notes we wanted it to, and has brought more notoriety and interest to the network than we could have anticipated.
Casting by Elaine Del Valle would also prove a key component to success, especially for Claire Hampsey, the unseen actress that is the heart of the spot. For Karr, much would be riding on her ability to act while also wearing the camera rig that captured her perspective.
Because we never actually see her, Claire needed to deliver especially strong vocal and physical performances to connect with the audience - all while controlling the camera, Karr explains. In a way I was directing her on two levels: one for her acting and another as a camera operator, which wasn t always natural from a performance standpoint.
Going GoPro
For Karr and his director of photography Bill Winters, getting the right tone for the POV concept meant experimenting in pre-production with an array of cameras, rigs and lenses. The one that worked best was the popular consumer camera GoPro, albeit tricked out in a way few extreme sports enthusiasts that have made the wearable camera so popular would ever do.
GoPros with modified lenses on a special headband rig recorded the action to a Convergent Design Odyssey7Q recorder at 48fps. Recording ProRes at twice the intended frame rate insured maximum quality, while a wireless unit was connected to the recorder so Karr and Winters could see the camera moment and direct the action.
GoPro was the best solution because of its small size and light weight, Winters says. Our actress needed to wear the camera on her head for many hours over the course of two days and anything larger would have impeded her movement and performance. We wanted her to be able to move as freely as possible and not limit her movements with a heavier camera and rig.
He adds, We also liked the look of the GoPro, which had a more authentic feel to it. With higher end cameras, the footage felt too polished and produced. The GoPro felt more real, and the combination of the modified lenses and the higher frame rates added to the hyper-real feeling.
Making sure that the real life feeling stayed throughout the post process, Karr personally edited the spot and supervised a detailed colour grading session with Roman Hankewycz at posthouse Harbor Picture Company, New York.
Watch the Love Every Step commercial
Related Articles
Social Media Community CoordinatorAbility to remain organized and multi-task on a deadline...
Read more...
Imagine Products Inc. introduces PreRoll Post 2.5PreRoll Post an LTFS archiving application simplifies the archiving process...
Read more...
Africa a priority market for Discovery Networks Discovery Networks, home of the Discovery Channel, Animal Planet, TLC Entertainment and Discovery ID among others, sees Africa as a key market and is taking steps to better understand and cater to the continent s audiences...
Read more...
DStv improves functionality with increased EPG data servicesEBS, an international provider of Electronic Program Guide (EPG) data for platforms and channels, is providing increased services to pay TV platform DStv...
Read more...
TLC celebrates three years of OMG viewing In October 2014 Discovery Network s TLC Entertainment celebrated its third anniversary in South Africa with the launch of a new packaged programming slot: OMG TLC...
Read more...
-- --
-- --
-- Please enable Ja
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
-- 
