This three dimensional, huge sports ring just comes to life, the depth is awesome…we're flying all over it. With raised lettering and recessed Ranger colors of red and blue, the capitol 'T' in rubies is prominent on a bed of diamonds in the shape of a baseball. Jamie Adams made this happen for us and we're very grateful.
We start on a high angle, drop to a low angle, while rotating 180 degrees around it. All the images in this video are from this one shot framed in purple. Image quality with ER™ is unsurpassed, unlimited versatility creatively.
This 2ct diamond is set off with the signature blue sapphire. We put it in Zales white environment. The movement here is a continuation of showing the classic positions in ring presentations; standing straight-up, three quarter overhead on each side and lying down…all this plus more in one continuous move.
With the camera moving up, over and around this ring we were able to highlight and show off the uniqueness of the Ashoka cut. It was the first time we’d shot a diamond of this quality. It retails for almost $300,000. A truly amazing ring. Candace Krause brought the Ashoka jewelry to us from William Goldberg.
This piece came in unexpectedly with the Ashoka ring. We'd never shot a necklace with this many large diamonds on it. It retails for $700,000. This was a huge challenge with no preparation. I also captured the necklace out of focus for layering in designing its environment.
This was the first three-diamond ring of decent size we’d captured in extreme revolution™. It was the piece that started getting people’s attention, getting them excited, about what we were doing. It’s a tenth of what the Ashoka cost but it’s a great looking ring. Matt Trent Bridal Design.
This 4ct diamond was our first ring we shot and completed in extreme revolution™. The opening of the presentation is a great example of how much you can enlarge the image with no loss in quality. We did this around the time of Prince William and Kate’s wedding and the mount reminded us of their carriage.
5.01 carat Cushion Diamond Ring with 1.00 carat diamonds in Platinum.
Examples of ML Nelson’s work previous to extreme revolution.
ML works with each client to help design the blueprint that will be most effective for creative use as well as economy. Animatic preview shows what finish product will look like.
ML and crew create the three dimensional movement, select focus and lighting that brings the product to life. Images from shoot can be viewed around the world simultaneously. Mattes are captured here too.
All touch up on metal and stones, final composition, sizing, motion variations and backgrounds are created here as ML takes it through completion.
e-motion-al was created to showcase the new proprietary system ML Nelson developed in his studio. Nelson has been a tabletop director/cinematographer for years, and saw the limitations that still cameras and traditional motion picture film cameras had in capturing the true essence of fine jewelry. "Visually, nothing had changed for years, everything looked so predictable," said Nelson. In his quest to find a way to dramatically showcase jewelry, and give it versatility, he developed this new proprietary system called extreme revolution™.
It all started with a client, who said, "I wish my jewelry looked like it was being worn, moving – more alive. Not like it was just on display, so one-dimensional." That’s when ML began working on the extreme revolution™ process. He explains, "To accomplish these lofty goals, I had to think and act in a different manner. I had to forgo the old way and create a bold new process. The extreme revolution™ process allows me to take any piece of jewelry, with any stone and any metal, and deliver a look as if you were holding it in your hand, or it can look larger than life. In motion, in select focus, in a lighting that allows both the metal and the stone to co-exist in harmony…it is truly a new way of presenting jewelry. The word I hear the most from clients is 'amazing.'"
e-motion-al is ideal for the economy and new media of today. Any piece of jewelry captured in extreme revolution™ can be used for TV, cinema, video boards of any size, internet, websites, social media, print, catalogs, billboards — all produced from the same footage. Captured with a matte, e-motion-al images can be displayed in any background environment, and changed as often as desired. The movement can be subtle to extreme, 360 degrees, up, down, around, extreme close-up to full size, all in one movement, or edited as required. The limitation is really just one’s imagination. Cost is competitive to conventional ways of shooting, and is determined on a per job basis. All the possible uses makes e-motion-al a major value.
Nelson’s studio has been located in Dallas, Texas for the past 20 years, and he has directed hundreds of award-winning national commercials for clients from around the globe.
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