Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 8 - Index

New York’s Nice Shoes Makes $3
Million Investment in FilmLight Colour
Grading Systems
Nice Shoes, New York’s largest
provider of post-production services
to the advertising industry, has agreed
to purchase more than $3 million in
new color grading technology from
FilmLight. The purchase includes
four Baselight EIGHT color grading
systems, the flagship of the Baselight
line – a system capable of grading
4K media in real-time.
Additionally, Nice Shoes will
receive two Baselight ONE systems
and several laptop versions of the
Baselight software. Nice Shoes has
also purchased FilmLight’s Truelight
color management technology for
display calibration and film output.
The acquisition of the systems is part
of a larger expansion effort initiated
by Nice Shoes. The company plans
to occupy an additional floor of
the building where it is located in
Manhattan; the new space will house
all of the company’s color grading
facilities as well as part of its visual
effects and editorial operations.
Nice Shoes expects to take delivery
of its first Baselight EIGHT in June
with all systems up and running by
the end of the year. It will represent
the largest installation of Baselight
systems worldwide.
Nice Shoes spent more than a
year and conducted rigorous tests
involving both traditional hardware
color correctors and softwarebased
systems such as Baselight.
“We brought them all in for an
evaluation,” said Nice Shoes Chief
Technology Officer Robert Keske.
“Baselight offered the most flexibility
from an infrastructure point of view.
The systems communicate perfectly
with one another and therefore
alleviate the problem of moving
projects around.”
//www.niceshoes.com
//www.filmlight.ltd.uk
Crystal Light Pumps It Up
By Katie Willis
Crystal Light and Avenue A/Razorfish
have pumped up their campaign
with the launch of a new wellness
community for women: uPumpItUp.
com. The site promotes a healthy,
balanced lifestyle for women using the
expertise of four wellness areas.
While other community websites such
as myspace.com may focus upon
networking and building connections,
what makes uPumpItUp.com unique is
its devotion to helping the wellness of
women, according to Dave Friedman,
Avenue A/Razorfish’s President of
the Central Region with the Chicago
office.
With actress Mandy Moore as
chairperson, uPumpItUp.com invites
women to challenge themselves in
different aspects: Connect, Express,
Inspire and Explore. Four wellness experts
support all four areas: fashion guide
Bobbie Thomas, entertainment guru
Erika Lenkert, yoga instructor Mandy
Ingber and journalist Cynné Simpson.
“Mandy Moore’s personality and
commitment has really helped the
marketability of uPumpItUp.com. She’s
the kind of celebrity that will draw
people,” Friedman stated. The four
wellness experts were chosen to bring
a fresh feel to the site.
The four wellness areas all encourage
women to better themselves with
a different focus. In Connect, Erika
Lenkert advises women to make time
for family and friends. With Express,
Bobbie Thomas encourages women to
find new ways to express themselves.
Inspire has Mandy Ingber instructing
women to focus on self to accomplish
balance. Lastly, Explore asks women
to try new things with the expertise of
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Cynné Simpson.
The community gives support to women
by allowing them to set practical
milestones to achieve their wellness
goals. Also, the wellness experts can
communicate directly with members
with blogging and message board
postings. It provides a place where
women can be supported, and support
others toward bettering themselves.
“uPumpItUp.com will help Crystal Light
to understand their customers better.
It will help them to create products
that are more useful for customers,”
Friedman said.
But uPumpItUp.com is more than
just a place to listen to customers.
The website immediately makes
participants feel right at home with an
energetic video message from Mandy
Moore encouraging them to visit the
wellness areas. “uPumpItUp.com is
specifically designed to help women
truly better themselves, as opposed
to just learning how to
dress better or lose more
weight. It’s a place where
women can visit when they
need some ‘me time’ – and
not feel guilty about it,”
chairperson Mandy Moore
said. “Women will feel
celebrated and rewarded,
and I’m honored to be part
of this endeavor.”
As for the future of
uPumpItUp.com? Right
now, it’s all about getting
out there and listening to women
across the nation. Friedman added,
uPumpItUp.com will allow us to listen
and make the website better by letting
people get involved.
Crystal Light has already put some
feedback to work with the introduction
of 28 new flavors, including some
geared toward the website, such as
Crystal Light Focus and Crystal Light
Metabolism+. Some of the new flavors
also add health benefits, helping
women to better themselves with one
glass at a time.
//www.avenuea-razorfish.com
//www.upumpitup.com