DaVinci Resolve Studio Used to Grade National Kmart Spots

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Kerry de Boer

Blackmagic Design

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DaVinci Resolve Studio Used to Grade National Kmart Spots

PostWed Feb 28, 2018 5:30 pm

Blackmagic Design today announced that DaVinci Resolve Studio was used by Colorist Lauren Malis of Chicago-based The Colonie to grade and finish several national broadcast spots for retail giant Kmart. The creative editorial and post production house was tapped to deliver the seasonal spots throughout 2017, and while each spot is different in content, they all have a similar feel essential to the Kmart brand.

“Kmart is a very upbeat brand with a pleasant, inviting look, so we stayed natural overall, but made sure the colors popped and were saturated,” said Malis. “We definitely wanted to draw the viewer’s attention and put them in a good mood, which reflects overall how Kmart is a fun brand. They are great with shooting neutral and letting the colorist go to town with the footage, and regardless of what I’m facing, I never have to worry about DaVinci Resolve Studio. Not only is it a solid program to begin with, but everything continues to get smoother, faster and sleeker as it updates. We began the year on version 12.5, but switched to 14 once it was available, using it on the later ads.”

With each spot specific to certain seasons, Malis paid particular attention to ensuring the looks reflected their respective themes. Malis explained the process behind two summer spots, “Nature Calls” and “Cannonball:” “‘Nature Calls’ features a man, woman and child making animals noises against a lush green backdrop. Because it’s a summer spot, we wanted it to really pop, while keeping the green natural but with good contrast. For ‘Cannonball,’ which features a pool as the centerpiece, we again wanted it bright, cheery and eye-catching to reflect summer, but really pushed the blues in the pool to make it look super inviting.”

To learn more, please visit: https://www.blackmagicdesign.com/media/ ... 0180228-01

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