under armour_tt v4
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LOOK & FEEL<br />
These films are love le<strong>tt</strong>ers to the very sincere,<br />
borderline performance art ads we love and<br />
share with friends. These are a significant<br />
upgrade of the degraded lo-fi Betacam 4:3 local<br />
commercials from our youth. They are more<br />
polished because the prosumer equipment at<br />
the videographer’s disposal are so much more<br />
refined now. A local Video Artisan might employ<br />
a sweeping tracking shot on his slider to make a<br />
wall Hardware cabinet fixtures feel more epic, or<br />
he might shoot a fork cu<strong>tt</strong>ing through a piece of<br />
luscious cheesecake with a wide open aperture<br />
to throw the candle in the background into gauzy<br />
soft focus. But over all, these are filmed with a lot<br />
of the pieces that combine for competent filmmaking,<br />
but something is definitely off. There is<br />
a clunkiness to it that lets us know exactly what<br />
world we are in.<br />
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