Henninger and GMMB Create Clear Calorie Spot for Pepsi, Coke and Others

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Henninger Media Services (“Henninger”) was tapped by communications agency, GMMB to execute the post-production of a high-profile television spot designed to promote an historic initiative for many of America’s flagship beverage brands. Household names such as Pepsi, Coke, Sunny D, Snapple and Dr. Pepper are all participating in a voluntary commitment to make calories more visible and useful to consumers.

“We chose Henninger because we wanted experience and a quality editor,” said GMMB’s Vice President, Senior Producer, Terrance Green.

Henninger Media Services (“Henninger”) was tapped by communications agency, GMMB to execute the post-production of a high-profile television spot designed to promote an historic initiative for many of America’s flagship beverage brands. Household names such as Pepsi, Coke, Sunny D, Snapple and Dr. Pepper are all participating in a voluntary commitment to make calories more visible and useful to consumers.

In support of First Lady Michelle Obama’s Let’s Move! anti-obesity campaign, the American Beverage Association (“ABA”), in conjunction with many of America’s beverage companies, is changing the way calorie content is displayed. New packaging now shows the total number of calories inside of a product on the front of the can or pack, no longer by smaller, serving size amounts on the back.

The ad was shot using the new ARRI Alexa camera, a file-based camera that captures footage on Apple pro-res files. Virginia-based Henninger processed the footage, edited the media on an Avid Media Composer, and used an Avid DS to conform and add effects to the spot. File preparation and color correction took place in Henninger’s DaVinci Resolve Suite with Senior Colorist, Dave Markun.

Senior Henninger Editor, Jef Huey remarked, “There were some technical challenges that we needed to overcome while working with files from the ARRI Alexa camera that are not typical of all spots. This camera gives you a lot of choices as to what visual elements you want the audience to focus on. We were able to pick and choose multiple elements and enhance them for the most dynamic framing and color possible.”

This workflow gave GMMB, and its client, the ABA, an organic film look, but Henninger’s post work opened up a world of options and choices for what was anticipated to become a highly-scrutinized and time-sensitive project.

“We chose Henninger because we wanted experience and a quality editor,” said GMMB’s Vice President, Senior Producer, Terrance Green.

Overall, the ARRI Alexa camera, in combination with Henninger’s technical expertise for post-production, helped produce a contemporary spot that delivered a clean, clear, high-end production value look for the beverage industry’s first Clear-on-Calories! message.

Headquartered in Arlington, Virginia, Henninger Media Services (“Henninger”) was founded in 1983 by Robert L. Henninger. The company serves broadcast, corporate, association, non-profit and government clients, providing a full range of electronic media services. Henninger provides original script-to-screen production, and specializes in video editing, compositing, color correction, film transfer, quality control, and duplication; as well as surround sound audio, motion graphics, print graphic design, Blu-ray and DVD production. Additional information can be obtained by calling Robert Anderson at 703-243-3444, or by email at hmsinfo(at)henninger(dot)com
http://www.Henninger.com

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Eric Hansen
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