Nice Shoes

News - Nice Shoes Redefines Red Workflow

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Posted: 06.01.2010 12:54

In the latest step of a major revamping to their operations, New York-based Nice Shoes has developed proprietary software and an enhanced data pipeline that enables them to handle RED files much more efficiently and faster than any of their competitors in every department across all platforms, including Baselight, Flame / Smoke, Maya, Nuke, FCP, and RAM RV Player. As Nice Shoes sees a huge spike in the HD projects – and RED jobs in particular – that make up a large percentage of their business, these streamlined workflow capabilities will save clients considerable time and money while improving the end product. The technological upgrade comes at a time of rapid change for Nice Shoes – which recently merged with its sister companies Guava and Freestyle Collective – creating an ideal environment in one location for all talent – including color, design and visual effects – to access and operate the new digital circuit effectively and collaborate on a multitude of diverse projects simultaneously. With this upgrade, Nice Shoes is ready to make a statement that we are the go-to post house in managing, manipulating, and maximizing the potential for any RED files. “With the realignment of personnel and the massive technological upgrade, Nice Shoes has transformed itself into a full service creative solution that simplifies and demystifies HD and RED acquisition,” noted Nice Shoes partner and color grader Chris Ryan. “Nice Shoes looks at RED files like film, in that the conversion process is analogous to developing a negative. While our clients would never let an inexperienced company develop their film, they do allow inferior conversion houses to convert their RED files. The thing is, most of those shops don’t even know they’re mishandling the files and destroying the color information.” Nice Shoes’ conversion process also yields a considerably improved final product. When most conversion houses convert RED files into DPX files, they inadvertently bake an unchangeable “look” into the footage, handcuffing a colorist when the film arrives in the color grading suite. Nice Shoes’ conversion allows the colorist the greatest possible latitude to perfect the final look in the color suite. The colorists get to work off of the raw Red files in real time so both client and artist can see the corrections and work with the corrected footage like normal. However, the corrections are not baked into the spot until the final step, thereby always preserving the integrity of the original file until the final conform. These rigid quality-control measures ensure that the original data always exists for re-shoots or pick-up shots. “This is more akin to the way an FX company handles raw film footage,” noted Ryan. “We’re respecting the client’s raw footage and giving them a greater say in how the final product will look.” With this powerful system in place, Nice Shoes can create multiple deliverable files at one time (i.e. - FCP, Pro Res, Avid) and rapidly deliver footage to clients even under severe time constraints. “Our experience and tools now allow us to create customized workflows to accommodate any clients’ needs or work style, which is especially important when working across the post spectrum, as Nice Shoes does,” stated Chris Ryan. “The client has the advantage of knowing that one centralized company is accountable for the final look, rather than the traditional mess of having post work spread between conversion house, telecine company, and visual effects shop.” The streamlined RED workflow is just the latest step in Nice Shoes relentless drive to innovate in the visual media marketplace. They are also attempting to redefine the position of the colorist in the production universe, moving it from a post-production afterthought to a central part of production and even pre-production. “Stay tuned for more on that one,” said Ryan. “There’s no reason things should continue to be done the way they’ve always been done, and whether it’s rethinking our digital infrastructure or reorganizing our business model, Nice Shoes plans to be a perpetual innovator in the creative world.”

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