American Cinematographer - January 1993 - 33

Michael

Mayers
Michael

Mayers believes

that dealing with agency producers
and creatives is the most important
work he does on a commercial. "I
have a good idea of what the direc¬
tor has in mind ahead of time, so
that when we're on the set, I can
back him up. Often, he'll have to
finesse the agency into seeing it his

way. The agency board may be a
wonderful thing, but it's just a start¬

ing place. The director and I try to
improve on it to give the agency
that much more."

Mayers has learned the
importance of explaining technol¬
ogy to agency producers. On a re¬
cent spot for a dishwashing liquid,
he used a split diopter to have the
product in sharp focus in the fore¬
ground while the talent was in
sharp focus in the background. "It
was a
handy trick, but there was a
split line somewhere through the
middle of the frame that I knew

going to be slightly soft. Part of
hiding that line in the
frame and making sure that it
was

the art is

doesn't call attention to itself. If the
actress moves a bit and drifts over
the edge of the frame, she goes

slightly soft in that area and it's not
usable." Mayers realized he'd have
to do a lot of takes to ensure a good
one. The
agency, who didn't under¬
stand the need for so many takes,
became nervous. "They saw all the
takes with the line not in the best

position and began to
didn't

occur

worry.

It

camera and under¬
stand that what we're doing is not

through the
a

technique that works

well, but with limitations." Now,
Mayers takes pains to give his cli¬
ents

a

quick tutorial in technique.
Because Mayers does fea¬

tures and TV

pursuit of excellence...

THE INTERNATIONAL
ELECTRONIC CINEMA FESTIVAL

JUNE 10-15, 1993

MONTREUX, SWITZERLAND
High Definition Television is an expanding medium
a variety of creative production
opportunities. The International Electronic Cinema
Festival is a global competition which recognizes
the best of these productions.
You are invited to submit your entry, which will be
screened by an International Nomination Committee,
in each of the following categories:

which offers

Dramas

Documentaries

Sports and Events
Music Videos, Variety and Light Entertainment
Music and Dance

Commercial

Advertising and Promotional

Announcements

Video Art
HDTV Special Effects for the Cinema
Applications to Science, Education
and Industry

to me to educate the

agency. A smart cinematographer
will have the agency people look

magic but

in

as

well as commercial

work, he understands the technical
considerations specific to different
fields. "The degree of control and

fine-tuning can be crucial in spots.
In episodic or dramatic work, you
may bang a big light through a win¬
dow and go with it. If you bang a
big light through a window in a
spot and the product is sitting in it,
instead of a couple of shades of dif-

Winners of individual festival awards and citations
will be selected by an International Jury of prominent
leaders in the film and entertainment industry.
CALL FOR ENTRIES:

Entry forms must be received by April 5, 1993.

To be

eligible, all productions must have been completed
after April 1 992. Copies of final productions must be
received by April 26, 1993.

Write for detailed information, including
Rules and Regulations:
The International Electronic Cinema Festival
P.O. Box 1451 * CH-1820 Montreux, Switzerland
or call 41-21-963-32-20; Fax: 41-21-963-88-51
U.S. Contacts:

Shanna Squires or Amy Feldman
Viacom International Inc. 1515 Broadway,

28th Floor
York, N.Y. 10036
call (212) 258-6363; Fax (212) 258-6354

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or
American Cinematographer - January 1993

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