Kevin Coyne
Director of Photography
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RTA_Stills_1.1.1.jpg

RTA

RTA - "Everyday Use" (0:15)

Advertising campaigns often last years and must maintain the same look throughout each commercial despite being shot months or years apart. This can be a real challenge when different vendors or crews change over the life of the advertising campaign. Last year, the Greater Cleveland Regional Transit Authority (RTA) began their upbeat advertising campaign called “Let’s Go Together.” Advertising agency Brokaw continued the campaign with new spots this year. I was new to the project and helped them create fresh ads to match the established style of the previous spots. The advertising campaign features an upbeat song with bright and happy visuals as people enjoy their ride on the RTA.

The key to visual continuity is maintaining the same feel and visual aesthetics. I began pre-production by studying the previous spots in the advertising campaign and making note of the visual approach. The previous spots were shot on the Arri Amir

The key to visual continuity is maintaining the same feel and visual aesthetics. I began pre-production by studying the previous spots in the advertising campaign and making note of the visual approach. The previous spots were shot on the Arri Amira with Zeiss Standard Speed lenses, so I maintained some of the look by using the same gear. I opted to go handheld for most of the project to match the lifestyle approach.

I scouted with the Brokaw team using Artemus to capture images on the buses and at each location. We found what shots we wanted and created a cohesive storyboard from those images for each spot. During the scout, I took note of the sun position an

I scouted with the Brokaw team using Artemus to capture images on the buses and at each location. We found what shots we wanted and created a cohesive storyboard from those images for each spot. During the scout, I took note of the sun position and we scheduled the bus-stop scenes around the optimal sunlight.

I collaborated with Patrick Ryan from Ohio CineMotion as my gaffer. In pre-production we chatted about the visual style and tested some lighting approaches for the tight spaces on the buses. We found a perfect method with small LED lights rigged

I collaborated with Patrick Ryan from Ohio CineMotion as my gaffer. In pre-production we chatted about the visual style and tested some lighting approaches for the tight spaces on the buses. We found a perfect method with small LED lights rigged to bounce off LightBridge Reflectors. This created a focused but soft key to highlight the talent.

Each day of the video shoot went smoothly thanks to the planning we did in pre-production. The storyboards helped the crew plan ahead so we could maintain a steady schedule. The lighting test helped speed up lighting time and our approach worked out

Each day of the video shoot went smoothly thanks to the planning we did in pre-production. The storyboards helped the crew plan ahead so we could maintain a steady schedule. The lighting test helped speed up lighting time and our approach worked out flawlessly for the shoot.

RTA - "Leisure Safety" (0:15)

The new spots we created are a successful match to the style of the “Let’s Go Together” advertising campaign. I was able to match the visual style by taking careful note of the previous spots and planning out an approach to cohesively match it. We had such a fun time riding the buses around town while shooting this commercial. Next time you need to head downtown (or anywhere) try taking the RTA.