POST PRODUCTION

A chat with Ewan MacLeod, the founder of one of London's leading post production facilities, Golden Square Post Production

(Now's a good time to remind everyone that NOTHING on bestads is paid for i.e. no advertorials. If it's on the site it's because we like it or it's interesting. Always happy to hear from the best people).


bestads:We get mainly creatives visiting bestads. Do you think they look on Post & 3D in particular as sexy ... or a bit like watching the grass grow?

Ewan MacLeod: Clients fall into many different camps with view on Post Production. From understanding the process and fully appreciating the skill of the individual artist (whether it be flame, fire or after effects) to just expecting it to be done, regardless of what is involved.. A very busy well known director asked me the other day if we can do titles which shows how disinterested people can be.

A handful of creatives understand the process and appreciate the talent of individual artists, but I think, the majority see it as the final, unavoidable stage before their commercial goes on air.

bestads: Where’s it all heading? I seems like FX programs are getting smarter & smaller. Will the agency TV departments end up doing all of the spectacular FX on their laptops at the airport lounge?

Ewan MacLeod: No, because it will always require experience and skill that few people posses. The technology is only a tool, if you don’t know how to use it, it’s useless.

bestads: It seems that you MUST have the latest burning device ... Flame, Inferno, Furnace, Volcano ... Or the right name ... Harry, Henry, Percy ... Is the equipment the focus or the people?

Ewan MacLeod: In order to compete with other facilities, we must have the latest software update whether its useful or not and it helps to speed up the process. Because everyone has the same kit/software, what separates the companies are the people. It is the service and skill of the producers and artists that make the difference.

bestads: Awards must be tricky. When you’ve done an absolutely BRILLIANT job, judges end up saying FX? What FX? I didn’t notice any FX.

Ewan MacLeod: That’s why bestads and other web sites/trade magazines to show and explain how things were done are so important to us so that we can go through how things were done. Six years ago the trend was to make effects in commercials as obvious and as in your face as possible, now if you can spot the effects, you haven’t done your job properly.

bestads: I’ve seen quite a few totally 3D car ads out of the USA recently. Is it just a trend or the way of the future? I can see how the clients would be happy ... “Can we see that shot from a different angle so we feature the headlights more?” ... No re-shoot.


Ewan MacLeod:Because of the advances in 3D, the creative briefs are becoming more imaginative, there are no limitations. Invariably it is more cost effective to build the car in 3D than it is to shoot the car live (if indeed in it even possible with the script). However where possible, we would always suggest that they shoot as much in camera.

bestads: Tell us a bit about your Nike “Chain Reaction” advert. What was Golden Square’s role in this?
To view "Chain Reaction" click ....
HERE

Ewan MacLeod: Having built up a relationship with the directing Duo Danny and Ezra from Hanrahan on previous projects, we know how they work and they understand the 3D process being ex animators themselves. On a project of this scale it is essential that there is continuous dialogue and trust between the client and the animators as it is truly a team effort.

bestads: And finally ... Any tips for creatives when they’re writing scripts that may have 3D work?


Ewan MacLeod:Come and talk to us at the earliest possible opportunity!

Things that were impractical and too costly/time consuming may now be feasible with the advances in technology. (eg 3D fluid dynamics). If we are involved at the development stage, we can advise which route to go that is realistic with the time and budget of the project. With our regular clients we will give talks on the latest developments so they are aware of what is feasible or not.