Tuesday, 29 October 2024

Behind the Scenes: Emilia Pérez

 IBC

Cinematographer Paul Guilhaume explains how a transgender cartel musical is told with magical realism.

article here

A musical melodrama about a cartel boss undergoing gender reassignment surgery has no right to work on paper. Imagine Pedro Almodóvar directing Sicario as Time Out put it. Yet the audacious staging of Emilia Pérez by French filmmaker Jacques Audiard’s succeeds. The film has already won plaudits at Cannes where, unusually, all four of its female leads were awarded the Best Actress prize while Audiard picked up the Jury prize.

Despite being set in Mexico with a script that is 95% Spanish language, this French production is the country’s nomination for International Feature at the Oscars.

The director, who previously made Rust and Bone and The Prophet, originally wrote the screenplay as an opera libretto in four acts. When French cinematographer Paul Guilhaume AFC, DOP joined the project things had changed.

“It was still going to be an opera but Jacques also had a desire to make a film that was super realistic, shot in Mexico, and without any music. Over time I saw the two projects converge into one.”

Less than a year before the start of principal photography the film was set to be an opera but shot on location in Mexico “with a look very anchored to reality,” says Guilhaume. “During the location scouting in Mexico we realised that this would not work because the story would actually be too connected to reality. Jacques sent us an email saying the whole film is going to be exactly as we planned only it will now all be shot in a studio.”

So that’s what they did, building sets on soundstages outside Paris for scenes set in Mexico, London., Bangkok and Switzerland and shooting for 49 days there with five days of exterior work in Mexico.

Emilia Pérez (played by Mexican actor Karla Sofía Gascón) is the rebirthed character of Mexican drug lord Manitas, introduced as a deeply unsavoury figure who makes frustrated but ambitious criminal lawyer Rita (Zoe Saldaña) an offer she can’t refuse.

“To me the film is almost like a chimera,” says Guilhaume, “a mix of musical and drama elements.”

It is the fusion of song and dance with a story about identity, loneliness, misogeny and the 60,000 people who have been ‘disappeared’ in Mexico’s drug wars which renders the film almost unclassifiable.

“Visually, it’s very stylised on the one hand, but with much grittier moments on the other. There was a constant ‘to and fro’ between the two concepts. We had no reference to work with, since no film had attempted something like this before. So we made lots of tests, really trying to understand what we are doing.”

The visual language borrows from classic noir films, to more modern films like Uncut Gems but also from pop culture references and music videos. Guilhaume was also inspired by the way the film’s choreographer Damien Jalet had used bright white lights thrown into a dark space to create the imagery in his own shows.

“The important thing for Jacques was that the music should not come after the drama as an illustration of what just happened but that the drama would happen inside the music,” Guilhaume says. “He was very clear that he wanted the audience to still have something to learn as the song is going on.”

“My starting point was the emotional message of each song. Is it an intimate scene or one of anger? What’s the energy we are conveying? Perhaps it’s a confession, or a plea for understanding, or about being a prisoner. Each song had to be treated differently based on how it progressed the story.”

The first scene featuring Rita in a Mexico City street market soon erupts into full song and dance (of the song ‘Alegato’). It was the first scene they shot and it became a test for how they would shoot the rest of the film’s musical numbers.

“We spent three weeks on these first three minutes so that it was both chaotic and extremely accurate. It also helped introduce a specific language for the film where the dance numbers blend in with the characters’ body language, just as the songs blend in with the dialogue.”

After initially imagining the market street to be empty and operatic with a black background heightening the focus on Rita, tests showed that the approach wasn’t focussed enough on the story.

“We reworked it to include many more elements such as market stores and crowds of extras and within that to have Zoe writing her plea for the defence. The first scene creates this dynamic between the film’s different artforms and gave it a sense of urgency and intensity.”

This scene and much of the rest of the film was shot against blue screen with backgrounds replaced by 3D generated sets in post. 

A specific example is the shot near the beginning of the film showing Rita waiting in front of a newspaper shop when she gets abducted. The backdrop here including of the courthouse was a 3D replacement. The street market scene was augmented with trees, telephone cables, and more shops.

The film’s climactic gun fight in the desert was shot at night in a quarry with the foreground dressed and backgrounds replaced in post.

Other scenes featured backgrounds of photographic plates shot on location in Mexico. While there a practical reasons for extensive bluescreen (such as giving the filmmakers more control) the result also evokes a dreamlike quality in keeping with the film’s hybrid fantasy and reality.

“The first act of the movie happens entirely at night so we knew we would explore darkness, but it had to stay shiny and bright in some elements of the frame. That could be elements in the set design, like the giant TV screens behind Zoe at the karaoke bar.”

Another constant inspiration for Guilhaume was the Italian photographer Alex Majoli, whose images of realistic scenes are lit with magical contrast and shiny flashes.

“We wanted the film to be a mix of a light musical feeling and dark realism. In a way we wanted to keep the timeless imagery of an opera stage, with the characters standing in dark environments, but including in it modern elements of light, using LED, projections, lasers, and very contemporary light fixtures.”

The film’s electric colour palette had its cues in the costume and production design and also acts to contrast with scenes set in the dark and strong daylight.

“The first act happens at night and I had full reign from Jacques to explore darkness so as long as we saw the actor’s faces. In those dark environments we focused on deep reds, some deep greens and tried during the whole film to avoid pastel colours. In the second act there is more daylight. Everything had to be a bit more joyful as the story unfolds. By the end, the colour palette has blended and become greyer.”

Music video elements

Audiard had met Guilhaume on the set of French detective series The Bureau and invited him to shoot the 2021 feature Paris, 13th District. However, it was Guilhaume’s music promo work for artists including Rosalia, Beabadoobee and Kanye West that also inspired the look of two showstopping numbers in Emilia Perez, one at a fundraising gala and another in the courthouse.

“Jacques wanted the film to be infused by something of the music video world but we had to be careful not to make a big music video.”

Audiard wanted to bring on board Steadicam operator Sacha Naceri who shoots a lot of music videos to help make the camerawork integral to the choreography.

“I’d describe Jacques’ aesthetic is an aesthetic of movement. He applies that to every craft in a film. In the cinematography it's obvious. If the camera is too static, he won't be happy, something in the image has to have motion. If not the camera then maybe it's the light. If it's not the light, maybe it's the performance of the dancers.

“You could extend this to music or editing to the general rhythm of the film and even to the script - you always have something going in motion.”

Typically, movie musicals play prerecorded tracks as the musical sequences are filmed, with the actors lip-syncing to their own vocals. Audiard ultimately became more interested in having the actors perform live on the set. What we hear in the film is a combination of original recordings with on set performances.

For all that the scenes were extensively planned (Guilhaume has a notebook containing a hundred pages of detailed ideas) they retained flexibility to improvise in the moment.

“We always tried to have something that we called an ‘eye image,” he says. “It didn’t have to be for the whole mise-en-scène, the whole blocking of the scene. It was just an image that we keep with us in our memory after the sequence. It could be a particular lighting design or could be a car in flames. Sometimes we had a very clear idea of the blocking. Very often we’d throw everything out when the actors arrived on set and gave us something new but we always knew what we were looking for.”

Camera choice

When the film was still envisioned as an opera shot against a black background, Guilhaume planned to shoot anamorphic to accentuate lighting. After tests he chose Blackwing7 lenses from Tribe which are marketed as able to produce images of “musical fidelity…” that can be tuned “identical to how EQ adjustment is used in music production… across the audio frequency spectrum.”

“Jacques loved the simplicity that they convey, but also that it's not too digital and not too sharp,” the DP says “It was a good balance between style and an image that is not overly visible.”

Sony Venice was selected for its light sensitivity, notably the day exteriors of a snowstorm in Lausanne filmed in the studio which had huge ceiling. “Daylighting a studio is extremely expensive because you have to reproduce the whole sky. We knew we needed a camera that would be sensitive.”

Mostly they shot single camera, occasionally with another, which was also a Venice. Colourist Arthur Paux took time to add in textures which Guilhaume felt was missing from rushes shot in a studio on digital video.

Netflix will stream the film following a theatrical release in October.

 

ends

 

Equine Productions backs a winner with VMI

interview and copy written for VMI

Sports documentaries are never a dead cert. They are edge of the seat productions for filmmakers who can never be sure they’ll have a compelling story to sell once the season closes. Equine Productions, a specialist in filming horse racing, has beaten the odds by backing serial winners including shooting Amazon Prime’s four-part doc Horsepower.

article here

“Fortunately, we had a start and an ending to the series that far exceeded anything that we could have hoped for,” says Dave James, CEO/Creative Director at Equine Productions.   

The premise of Horsepower was to follow Champion jockey Oisin Murphy through the 2021 season which culminates in Royal Ascot, the pinnacle of the flat racing season. In addition, they were granted behind-the-scenes access to top UK trainer Andrew Balding and his stables at Kingsclere as they search for the next equine superstar.

They were two weeks into filming when Murphy was found to have metabolites of cocaine in his system. “That threw some spanners in the works. We weren’t sure if the whole production was going to be pulled but Oisin was keen to carry on and film the series,” says James.

Murphy was suspended for three months but returned to resume his partnership with Alcohol Free, winning the Coronation Stakes at Ascot where he was crowned champion flat jockey for a third successive season.

“It was a bit of a redemption story for him, a great story for the stable and since we’d followed them throughout the entire season, we had loads of narrative highs and lows. I say we got lucky but we created our own luck by picking the right yard, picking the right stable and jockey.”

Equine Productions had shot all its previous documentaries on Sony FS7 but for Horsepower James wanted a full frame camera. “I also wanted something I was familiar with, that I could trust. So that’s when we explored the Sony FX9. I borrowed one from Gary at VMI for a day just to have a play with and to make sure I was happy. I pretty quickly decided that the FX9 was going to be our A camera for the shoot with A7S’ as B cams mounted on gimbals.”

Horsepower didn’t employ a lot of slo-motion but James was intrigued to see if he could take the high frame rate storytelling of blue chip natural history and apply it to horse racing.

“I had a couple of small projects where I tested a variety of super slo-mo cameras but I didn’t really get on with their workflows,” he relates. “The nature of horse racing is that things happen so quickly one after another. I needed to be able to be really reactive to the environment. I can’t have a lot of messing around. I can’t have a lot of buffering. I can’t be offloading cards. I didn’t really fall in love with any of the cameras until I tried the FreeFly Ember.”

The Freefly Ember S5K had just been released and VMI had one of the first models. They loaned a unit to James to test.

“It just suited what we needed to do down to a ‘T,’” he says. “I shot some sequences at 800 frames a second of horses jumping and just put them out online where they went viral.

“Somebody in the United States saw what we were doing and that led to a commission for a bigger project, which was to cover The Preakness for promo content in a way that hadn’t been done before.”

The Preakness Stakes is held annually in May in Baltimore and is one of the jewels in the American Triple Crown for three-year old thoroughbreds alongside the Belmont Stakes and Kentucky Derby.

“I spoke to Gary at VMI again and asked if he could help us out for the two day shoot, and he absolutely did. He helped us out with all the kit. The cameras, the lenses, the works. They were incredible.”

Equine Productions also has a contract to produce content for luxury brand Cartier and has been using the FreeFly at every high-end race meet in the UK this season. Footage shot by James and his team will feature at The Cartier Racing Awards.

“They had seen what we’d done for The Preakness and they wanted that style and quality as well.”

Before starting up Equine Productions 13 years ago with co-founders Sam Fleet and Nathan Horrocks, James was making documentaries of the sailing community including of America’s Cup, Volvo Ocean Races and the World Match Racing Tour.

“I was looking for a change and a subject that didn’t demand so much travel,” he says. “Horse racing seemed ideal not least because I could see there wasn’t anything like what we were doing for sailing.  So, we dovetailed the two, bringing our experience of the sailing world and of sports docs into horse racing.”

Equine Productions tends to keep all aspects of its projects in-house including postproduction. Another part of the business is a technology innovator. It has invented a compact RF camera system for mounting in the caps of jockeys for incredible live action footage during a race from the rider’s point of view. Versions of the technology are also being used as RefCams during Rugby Union’s autumn internationals.

Monday, 28 October 2024

AI’s evolution in the ad space

IBC

AI has the potential to automate point tasks in the existing ad management chain and even to transform the entire way media is transacted.

article here

The data and addressability of digital combined with the reach of linear is a powerful advertising proposition – albeit one media publishers have yet to master. One challenge is managing the complexity of distributing linear and VOD content onto multiple platforms. Adding AI into the mix promises to streamline the whole system and even to make ads more personalised and targeted than ever.

“AI is nascent in the industry,” says Rhys McLachlan, Director of Advanced Advertising at UK commercial broadcaster ITV. “There’s a lot of hype around it. In some respects, rightly so. In other respects, it’s a classic Gartner lifecycle curve. We need to be wary that the opportunities are maybe slightly overinflated versus what it can practically deliver in terms of value.”

With advertiser spending on digital video expected to grow 16% to U$63bn in 2024 (IAB), the time is ripe for media companies to implement AI across their major advertising functions including proposals, ad operations and reporting.

“Equally we are acutely aware of the long-term value proposition that AI will bring to our business. There’s efficiency, there’s optimisation, there are workflow improvements,” McLachlan adds. “There is automation. There’s a whole bunch of processes that are currently manually orientated that over the course of time will become much more sophisticated and much more machine-based.”

AI has the potential to automate point tasks in the existing ad management chain and, some would argue, to transform the entire way media is transacted.

To understand this we need to appreciate the boost to linear TV afforded by the rise of viewing on connected or converged TV platforms.

“The bottom line is that linear content whether distributed conventionally or through streaming services on CTV is growing, not declining, and it will continue to grow at 23% CAGR to 2030,” says Ben Tatta, Chief Commercial Officer at advertising management platform Operative.

In the last couple of years, the business model of streaming has flipped from pure play SVOD to advertising-supported services. This year for the first time, ad revenue associated with media will surpass revenues generated through paid content. That’s all forms of paid content including theatrical box office, pay TV and streaming subscriptions.

“That is monumental,” says Tatta. “The trend going forward is that advertising will be the dominant source of revenue for media.”

But only if media companies revamp their ad-tech stack from one built on media siloes to one which treats media viewing as truly omnichannel.

“Until now most ad-tech platforms were built in silos,” Tatta says. “There was a linear technology stack and a digital technology stack with streaming a fusion of the two, but the bottom line is that they were separate. The marketplace for planning, buying and selling advertising was also historically segmented by platform. It didn’t matter whether you were a cable operator, broadcaster, local TV station or digital seller, the whole workflow was verticalised and didn’t necessarily connect in any way to adjacent platforms.”

He continues: “Now we see this evolving to an audience-first approach in which viewing devices are really just a mechanism to reach the audience. It means that a client buying an audience-based campaign can plug in the audience they want to reach first and then figure out how that audience is going to be delivered across CTV, FAST, TV and digital.”

Operative has built a platform called AOS around these principles. It automates workflows across planning, inventory management, stewardship, and billing of linear and digital assets used by Sinclair Broadcast Group, TelevisaUnivision and Fox, among others.

Nonetheless, a single campaign could be made of thousands of line items with hundreds of different creative assets across tens of different properties. Creating proposals, uploading and managing campaigns and delivering accurate reporting has become a mind-bending exercise.

Optimising the workflow

Integrating AI into the mix can optimise the workflow. “Regardless of how streamlined the software is, this process can still create friction and inefficiencies in day-to-day ad sales and operations,” Tatta says. “AI will comprehend the context, access the relevant data, perform the necessary analysis, and provide insights or execute the desired actions.”

AI ad management tools will even understand and respond to natural language queries and commands. A seller could simply voice a prompt to build a proposal in a few minutes. According to Objective, that proposal will accurately reflect availability, pricing and audience reach, pulling from a media company’s entire technology stack across linear, digital and streaming.

Ben Tatta: “AI will comprehend the context, access the relevant data, perform the necessary analysis, and provide insights or execute the desired actions.”

 If more of the heavy lifting is solved by AI, there is more time to analyse proposals or make creative improvements. Analysts can review the total cost and create smarter discounts. In theory, the entire company gets faster, smarter, and as a result, more attractive to more advertisers.

ITV is considering deploying AI to speed up workflows and create efficiencies in several areas. “Obviously, we have a lot of contracts in place with customers and we have an evergreen contracting process because we’re always attracting new-to-television customers and new-to-ITV customers,” explains McLachlan. “The exchange of contracts and NDAs required can certainly be improved through the use of AI and ML to bring efficacy to the process.”

McLachlan also hints at ambitions to use AI around advertising scheduling. “We are actively observing that space,” he says, suggesting announcements may come by the end of the year.

More broadly, he says, AI is only as good as the inputs or variables that go into the rules of its operation. “The challenge is ensuring that in the very first instance, we have the most high fidelity inputs so that the AI can produce recommendations and outcomes that are of value to the business.”

He notes: “I’ve seen some instances elsewhere in the digital world where the inputs to AI have been a little loose so the output recommendations are not fit for purpose.”

 

Rhys McLachlan: “The challenge is ensuring that in the very first instance, we have the most high fidelity inputs so that the AI can produce recommendations and outcomes that are of value to the business.”

Respecting GDPR

While consumers are willing to share their data with companies for a better customer experience, they also have concerns. Recent studies have found that 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen. On the other hand, 63% of consumers say companies aren’t transparent about how their data is used; 54% say companies do not use the information to offer consumers any benefits; and 48% have stopped buying from a brand or using a service due to privacy concerns.

“We are not in the business of doing personalised advertising,” says McLachlan. “Some studies at the outset of addressability presented it as the Holy Grail but the general consideration from the public is that it can be intrusive. You still see businesses that seem to chase you around the web with ads for brands or products that you may have looked at on one website. That’s not a good customer experience and does feel like it crossed a Rubicon that shouldn’t be crossed by our industry.”

“As addressability becomes much more sophisticated, as the data signals become much more granular, of course, we will be able to do [personalised ads]. But as a public service broadcaster, we take the responsibility of choosing where to draw the line. That is appropriate in terms of understanding and respecting where the privacy boundaries are.”

Voice-activated advertising

The introduction of voice-activated ads marks a new frontier. This taps into the growing voice technology trend, enabling companies to reach audiences through smart speakers and assistants. Sky Media reported that voice searches on its platforms had risen 400% in the year to December 2023, prompting it to develop advertising opportunities where a user can give voice commands via remote or Sky Glass during an ad, signalled by an on-screen prompt. The user would then be taken to a page dedicated to the advertiser, hosted in the interface.

ITV has also evaluated the tech but has held off from activation. “We’ve not yet been able to make a really strong value case for the amount of development work that we would need to do to harmonise it and with all parts of the ecosystem,” says McLachlan. “I’m aware of the businesses that are pioneering in that space and I’ve seen some good examples but we’ve not been able to establish a robust value case that warrants us making the investment in the resources needed to stand it up.”

 


Project Lantern: TV ads and the outcomes business

IBC

In a world where 80% of ad spend goes to outcome-based performance channels, how can TV compete effectively?

article here

Driven by wider industry demand to bring digital and TV campaigns closer together, broadcasters and video publishers are looking to use online search behaviour to enable advertisers to better target connected TV (CTV) ads.

Insights from searches on advertiser websites can provide a window into consumer attitudes, interests and intent to buy something. Search also provides marketers with real-time data that is unprompted, granular and comprehensive, making it very useful for targeting ads.

“The world is shifting from buying eyeballs to buying outcomes,” says Kate Waters, Director of Client Strategy and Commercial Marketing at ITV. “Those outcomes can be digital intermediate behaviours like search queries, web traffic and putting items in your basket on a website or you can get into hardcore business outcomes which would be sales, profits and impact of advertising on price elasticity.”

Advertisers can already buy such information from Meta or Google. As well as information about campaign reach, they can get data that informs them how to generate web traffic, increase interactions and maximise conversions.

Data from agency Group M suggests that 80% of ad spend goes to outcome-based performance channels across all channels, including search.

UK commercial broadcaster ITV’s own estimate is that more than 50% of video ad spend in the UK is now spent on such outcome denominated products (on Facebook and Insta videos for example).

“The reason why TV needs to get into the outcome business is because increasingly that’s where the money’s going and if we can’t persuade people that we can generate those outcomes then we’re just going to get less and less cash,” Waters said last December.

“We need to give TV the measurement it deserves,” she tells IBC365. “TV advertising is a fantastic ad product and for a long, long time we’ve never really needed to work very hard to sell it. But in a world where we are increasingly competing for ad dollars with the platforms, we’ve got to get much smarter at selling the whole value that TV advertising creates.”

The power of search and CTV combined

TV is synonymous with a full spectrum of genres and emotions, whether someone is watching midday dramas or high-octane live sports. When people search on a website search bar, they type in what they want or need and, often, what they’re willing to pay for.

By connecting those behavioural search insights to CTV inventory, advertisers can serve their ads to the audiences searching for specific brands, products, competitors, or related terms at the most opportune times. Behavioural search insights can also be utilised in post-campaign to see if and how search behaviour has changed.

Sky’s advertising sales arm Sky Media has been doing this for two years using a tech it developed called Search Behaviour in conjunction with third-party search data from Captify.

Search data such as the number of times an internet user has searched for something and their intent to buy is then matched with first-party Sky audience data to boost targeting capability on its AdSmart platform.

Captify is also partnered with US online ad tech firm Magnite which sells inventory on CTV on behalf of clients.

As Magnite explains, e-commerce sites offer users search bars for researching products and identifying their next purchase. Content publishers provide search bars so users can quickly search through articles and videos to learn about specific news or topics they are most interested in. People search for things to watch, things to buy, things to learn, and much more. The data and insights from those onsite searches provide a window into consumer attitudes, interests, and intent.

From search to screen

Captify is able to ingest all those search terms made on millions of publisher websites, analyse and categorise them into profiles, interests, and moments, and convert them into audiences for activation on CTV inventory and, according to Magnite, that’s revolutionary for TV.

For example, a consumer searches for ‘best honeymoon destinations’ on cosmopolitan.com, ‘iPhone vs. Galaxy Camera’ on techradar.com, and then ‘NYC to Maldives’ on booking.com. Captify collects that entire string of searches, analyses the searches, looks at relationships between those searches and searches made by other consumers, and then categorises it all into audiences.

In this specific example, the consumer would be put into audience segments that may be called: ‘Engagement’, ‘Techie,’ and ‘Travel.’ Media buyers can then target these audiences across CTV inventory with relevant ads.

Sky search behaviour categories include Home & Garden, Travel, Games, Pets, Home Improvement, Real Estate and Fantasy Sport. These habits can be combined with any of the other existing 1,000-plus AdSmart attributes (ranging from postcodes to ‘life stage’ or an advertiser’s own first-party data) to refine campaigns.

As an example, a custom campaign could see a holiday or insurance company target those who are actively searching for holidays or flights. This could be further refined or creatively adapted to those looking at beach, sightseeing or ski holidays in a specific area of the country.

“Captify is able to determine who is truly interested and ultimately has the intent to purchase a product. By pairing that with premium CTV inventory through Magnite, we can focus on the interests and behaviours of the households we are trying to reach,” said Britt Augenfeld, VP of Video and Advanced TV at Captify.

Measuring outcomes

ITV has gone in a slightly different direction. It is putting the focus of outcomes on measuring the impact of a TV spot on downstream web activity.

With ad-tech measurement companies Adalyser and Innovid, ITV Adlabs created a way to isolate the effect of a direct-to-consumer brand’s advertising with ITV in a way that wasn’t previously possible. Addressable Lift works by bringing together data on the viewing of TV adverts by individual households, with data on those same individual households’ web visits. These two datasets are joined using IP addresses to create a 1:1 link between linear TV and BVOD advert views and visits to an advertiser’s website, measuring any response that happens online, including sign-ups and sales before tying these back to the TV spots that caused them.

Ben Farren of menswear label Spoke, who took part in the pilot, said he was sceptical whether VOD could deliver sufficient incremental impact over linear to make the investment worthwhile.

“However, the results which showed the behavioural impact of our campaign, not just the impressions delivered, has given me the confidence to keep investing in the addressable targeting opportunities ITVX enables,” he says.

“You’re getting into the world of being able to say [to an advertiser] ‘if you tell us what your profit margin is we can tell you how much profit you’re going to generate off the back of this campaign.”

Project Lantern

Recently ITV announced the development of a project to build a multi-outcome TV measurement initiative. Project Lantern is being developed with Sky and Channel 4 as a system that will offer advertisers and buying agencies a way to measure the impact of their TV advertising activity on a host of online outcomes – a large but historically unquantified aspect of TV’s value.

The PoC will crunch together TV impression data provided from the four million home Sky panel, and around two million YouView homes, together with outcome data polled by Measure Protocol. Participants will be quizzed on questions such as which websites they visit (post viewing of an ad), how often they visit those sites, what product or service they put in their basket, and so on.

The first results will be made public in the new year. “It will only do linear to begin with but in future hopefully it will add in video-on-demand,” says Waters. “The ambition is that over time we will be able to build a really good panel to measure the vast majority of campaigns that run on television. And at some point in the future, we would love to invite the likes of Netflix to the party.

“The ambition would be to scale so in the future an advertiser could log into a portal and it will basically say this is what your campaigns have been delivered to you in the last month in terms of web traffic, queries and purchase. If we can get the panellists to collect the data - and obviously give us the permissions to use it - then there’s no end of the outcomes that we can measure.”

Rhys McLachlan, director of Advanced Advertising at ITV calls Lantern one of the most significant things the broadcast industry has done. “What we’re collaborating on is how we can more effectively use search data and online purchase data to establish the true contribution of television to the business outcomes that matter most to advertising customers.”

Advertisers aren’t as interested in the individual TV sales performance of ITV over Channel 4 as they are in the total TV performance. TV is bought and planned as a single channel, with the same ad unit (e.g. 30 second spots).

“If TV companies were to develop their own individual systems there would be a large amount of duplication and potentially different forms of measurement, making it difficult for advertisers to assess the impact of their advertising across TV as a whole,” argues commercial TV lobby group Thinkbox.

When combined with CTV, viewing of TV overall is increasing but the onus is on TV sales houses to demonstrate the value of that line on the media plan.

Waters urges: “Let’s just stop worrying so much about measuring reach and let’s worry about measuring the stuff that for advertisers that really makes the difference, which is the impact of their campaigns. What is it actually doing for your business? Is it actually converting into value? That’s where we’re focusing our efforts.”


Thursday, 24 October 2024

The Instigators: Henry Braham, BSC evolves an intuitive approach to action filmmaking

Interview and copy written for RED Digital Camera here

The brisk barbed banter between leads Casey Affleck, Matt Damon and Hong Chau roars off the screen in action comedy caper The Instigators. Their comic timing is captured in camera rather than through the edit thanks to an intuitive approach to filming evolved by director Doug Liman and cinematographer Henry Braham BSC in their second successive picture together following Road House.

“Doug encouraged improvisation and because we have a shooting style that can evolve with the scene we can capture moments that feel spontaneous,” Braham explains.

An irreverent, action-packed and comic take on the heist genre, The Instigators is co-written by Affleck and produced by Damon and Ben Affleck’s company, Artists Equity for AppleTV+. The story is set in Boston and was intentionally filmed during winter where Braham’s photography accentuated the cloudy skies and blue-grey hues of the buddy movie about a hapless pair for whom everything goes wrong.

“Doug has got this antenna for things that don't feel truthful,” Braham says. “If it's not working in one way, he'll try something completely different and that could just literally turn the whole scene on its head. To have the flexibility to do that is important for a filmmaker like that. We always ended up with something significantly better.”

“We never put down a tripod, never put down a dolly track, nothing that would restrict the actors,” shares Liman [in the film’s production notes]. “With The Instigators, I knew we were going to be shooting very quickly and I wanted it to feel alive, unscripted. I very much let the reality influence my style.”

Braham has been developing this technique and related philosophy over a number of films including with James Gunn on Suicide Squad (2021) and Guardians of the Galaxy Vol. 3 (2023), The Flash for director Andy Muschietti and on Road House and always with RED cameras.

“In camera technology there's been a steady progression of improvements but I've kept the same fundamental principles for every film I’ve shot over last four to five years,” he says.

For Braham, the move to large format represents a profound step forward in movie making technique. “When RED developed their first VistaVision (VV) camera it was revolutionary because the moment you have the larger negative it completely changed the type of lenses you could use. Because the negative format is large you can use wider lenses that don't look like wider lenses on screen.

“In every filmmaker's dream there's a thing called a ‘tight wide’ shot which is where you want to see everything but at the same time you want to be close and connected to what's going on.

“In the old days we used to have a wide shot or a tight shot. Now, thanks to the advent of large format digital cameras, we can have our cake and eat it, which is a tight wide shot.”

Braham shot The Instigators using RED V-RAPTOR and Leitz M 0.8 glass. Most of the film is shot single camera operated by Braham supported by A Camera 1st AC Dermot Hickey. The camera’s portability and ability to capture images even in dimly lit situations offered multiple benefits the team were able to maximise over the 36-day shoot.

“Hopefully the audience is not aware of the camera at all but feels very connected to the story,” Braham says. “A classic way of doing that is for the camera to stand back and be on longer lenses and to observe what's going on. There are brilliant examples of that in Doug's early movies, especially in his first Bourne picture (The Bourne Identity 2002).

“Now there's a new way of doing it which technology has allowed us to achieve. Large format cameras are the major step. Secondly, they put that sensor in a camera the size of a Hasselblad. RED really nailed this. The V-RAPTOR is so light it enables you to do all sorts of things that are intimate or to put the camera in places which you couldn’t fit a larger one.”

In this endeavour Braham has been aided by the bespoke designs of David Freeth, developer of the stabiliser system Stabileye. “It’s incredibly expressive,” Braham says of the remotely operated, miniature stabilised head. “It kind of allows the camera to dance with whatever's going on in front of it.

“It means you can be entirely intuitive with a handheld camera. You can be very precise about the relationship of the camera to the actors. The actors aren't bound by marks on the floor. I can always keep the camera in the right relationship to them and they will always be in the right relationship to the other actors and the set. That’s a lot harder when there's a team of people directly behind the camera worried about getting into territory that hasn't been discussed.”

He has just shot DC Studios and Warner Bros. Pictures’ Superman for James Gunn and says 90 per cent of the film was shot in this fashion. “A few years ago, we used to think a big, big movie like this had to be approached in a certain way but I don't think you need to now. Directors change their minds when they discover the freedom they get from this approach.”

He worked with regular colourist Stefan Sonnenfeld of Company 3 to grade The Instigators. “My process is to shoot material during prep and to build a colour bible of how the movie is going to look. You can talk about these things and look at bits of reference but I find it most helpful to shoot some material and build the look so that everybody from design to costume can work toward the same goal. It’s like designing your own print stock. I love that it's like starting with a blank sheet of paper. Some people don't like that because they want some rules to work with. I'm more interested in there being no rules.”

The British DP says he likes to work with the latest model of RED as soon as new sensors or features are released. “There have been all sorts of incremental improvements of RED over the years and pretty much on every movie I’ll adopt the latest version and make sure I thoroughly understand it.

“In the days of film, the cinematographer would take time to get to understand a new film stock when it came out. It’s a bit like an artist testing the canvas or wood or surface on which they will paint. Your raw materials react differently. It's the same with photography. Each time tools change I want to understand what that is. But once I’ve understood it then that knowledge goes into the background. I’ll just know, for example, the photographic range I’m working with and what a particular camera is good at.”

Tuesday, 22 October 2024

Five minutes with Untold Studios

interview and text for Sohonet 

article here

The last time we spoke with Untold Studios, a VES Award-winning, BAFTA, Grammy and EMMY-nominated studio, it was in the midst of Covid lockdowns and, like everyone else, the full-service creative studio was unsure how the future would pan out. Unlike many of its peers, however, Untold Studios was primed to pivot to remote work since it was founded in 2018 on full-scale cloud infrastructure and a belief in the primacy of virtualised workflows streamed securely from AWS.

To say the company has gone from strength to strength would be an understatement. From a handful of employees on startup in London it now boasts over 300 permanent staff, opened studios in Los Angeles, Mumbai and Bangalore and expanded from predominantly doing commercials into long-form work on films including Mission: Impossible - Dead Reckoning Part One, Sonic 3 and working with A list directors like Taika Waititi and into episodic The Sandman (Netflix); The Tattooist of Auschwitz (Sky); Ted Lasso (AppleTV+); Avatar: The Last Airbender (Netflix); The Boys S4 (Amazon Prime); Rings of Power (Amazon Prime); Knuckles (Paramount+) and The Crown S3, S4, S5 (Netflix).

Director of Technology Sam Reid was right there at the beginning and says, “It’s mind-blowing to see the studio grow from being the tiny ten-person outfit we were to what we are today. When we started, it was just me in terms of technology and now I've got a team of 20 people.”

As a full-service creative studio Untold have teams expert in every aspect of production from conception to final picture. “Our world-class visual effects team create and polish fantastic CG. We also have a specialist music team working with artists like Billie Eilish, Adele, Sam Smith, Kylie Minogue, Imagine Dragons and Rita Ora. Our range of projects goes from the quick turnarounds of music videos at one extreme to advertising campaigns which generally last about four to six weeks per project to more long form projects which could last years.”

To what extent would you attribute the successful growth to the original cloud-based technology vision?

The main thing is that expansion and project growth becomes an operating expenditure. We started the studio with some investment and we chose to use that investment to attract really great talent to the studio, which we knew would bring in good work.

We decided to keep the technology as an Opex so that we could spend it when we need it and not waste money on infrastructure we’re not using.  In our first year we took on 100 VFX shots for The Crown S3 on Netflix which was a huge project for such a new studio. There’s no way we could have done that if we were purchasing equipment. Since then, we've essentially gone through quite a tumultuous period in terms of Covid and the Ukraine war which impacts the supply chain, but we were in the fortunate position where we didn’t have to wait on delivery of physical compute.

 

Sam Reid, Director of Technology

Since we partner with Amazon Web Services, one of the biggest businesses in the world, it clearly has a much bigger sway in acquiring technology than Untold Studios will ever do. The fact is we can rely on them to buy the equipment and rent it off them. That’s a great way to grow the business.

Equipment is not something we have to think about. That sounds crazy coming from a director of technology but I've been in businesses where you constantly question whether you have enough capacity to render a job or sufficient workstations available in order to complete a project.

At Untold Studios, no one has ever asked me if we have enough computers or storage to do something because the answer is always, ‘Yes’. There was no question whether we had the render power to do the Sonic spin-off Knuckles because of course we do. We can just tune up and tune down when we need to.

Since we don't have to worry about that side of the business it means our artists can express themselves creatively with no restraints. That’s what makes the work that we see coming out of Untold so great.

‍Since you work with virtual tools where possible, switching to Virtual ClearView Flex seems a logical choice.

ClearView Flex, the video collaboration software is great and we had three units but I told Sohonet a few years back that it needs to be virtualised because we don't want to own any hardware. We don't really want it sat in our studio because ideally, we want to be able to use ClearView whenever we want for whatever show needs it. Physical units are restrictive.

So, virtualising ClearView is the first step in that direction. I think there are some still some things to work through in terms of licensing, the next step is for us to be able to just spin up ClearView's whenever we want them and just be billed for them. If we can get to that point, then it’s power and utility really is unlocked.

Has your use of ClearView changed?

I’d say it has expanded along with our business. It's a tool that we use in almost every aspect of every project, when we’re showcasing work to our clients and directors. It’s not for any kind of unique situations.

You know, it's such a strange landscape now. We went from pre-Covid where every review was physical and in the studio to one hundred percent remote and when we emerged the other side we just continued. Some members of the agency might be in the studio, some might be remote or the director might be in the studio and the agency is remote. In every situation we use ClearView. For instance, one of our colourists lives in Oslo so he is a hundred per cent remote. The rarest scenario is that everyone is in the studio and we don't use ClearView.

‍How easy is Virtual Flex to install and use?

As part of the expansion of our LA team we introduced some visual effects workflows into the LA studio and I got one of the lead technologists on my team in London to install a virtualised ClearView from Oregon for the LA studio. He was able to do all of that remotely without having to jump on a plane.

That fits right in with our philosophy. We built that whole LA studio from London. We didn't fly anyone to the West Coast to build the technology infrastructure so it makes complete sense that ClearView should slot into that as well. It really is a key tool for us.

‍Tell us about a recent project

A really fun one we delivered is a spot for Virgin Media for which we won Gold in Animation at Ciclope. It's a CG walrus on a motorboat and was a really fun campaign to do to create and animate the character with a high level of realism. It just shows what you can do if the artists are just not worried about the technology and they can kind of iterate and unleash their creativity. It’s virtual technology that really does drive the business as opposed to technology being seen as a kind of necessary evil and a money pit.


BTS: Anora

IBC

article here 

As the needle drops on Take That’s ‘Greatest Day’ and before the opening credits have unrolled freewheeling sex dramedy Anora deposits the audience in a strip club. It’s one of many semi-improvised sequences in the Cannes Palm D’or winning feature written, directed and edited by Sean Baker who calls his style “guerilla.”

“We're setting up this whole first hour of the film like a Hollywood romantic comedy,” the filmmaker said after a screening at the London Film Festival. “Pretty Woman is a good comparison.”

That would be if Pretty Woman were reworked with Laura San Giacomo’s streetwise hooker rather than Julia Roberts’ Cinderella as the heroine.

Cannes jury president and Barbie director Greta Gerwig wasn’t sure how to classify the film. “There was something about [Anora] that reminded us of the classic structures of Ernst Lubitsch or Howard Hawks,” she said, “and then it did something completely truthful and unexpected.”

Baker himself acknowledges a debt to Frederico Fellini’s Nights of Cabiria (1957) about a prostitute living in Rome and Gloria (1980) John Cassavetes’ drama about a seemingly meek mobster's girlfriend who takes no prisoners protecting a child from a hit squad.

The origins of Anora lie in Baker’s career-long collaboration with actor Karren Karagulian, who has worked with the filmmaker since his debut feature, Four Letter Words (2000). Karagulian is married to a Russian-American woman from Brooklyn, which gave Baker a starting point.

“I’ve wanted to find a vehicle for Karren Karagulian for a while now,” Baker affirms of the actor who plays Toros in the film. “I knew I wanted to do a story about Russian speaking populations in the Brighton Beach/Coney Island area, being that Karren has ties to the community. We just couldn't figure out what it was and took about 15 years to get here. When I started to explore this idea of a young woman who realises a little too late that she married the wrong man, we applied that to that world.”

That was where Ani – short for Anora – came in. Baker conceived the character as a Russian-American dancer and sex worker from Brighton Beach who impulsively marries the oligarch’s son, Ivan.

Baker cast Mikey Madison after seeing her in Quentin Tarantino’s Once Upon A Time in Hollywood. She’s the Manson acolyte in the final scene who gets torched, screaming, in a swimming pool by Leonardo DiCaprio. “She stole the last 15 minutes of that movie,” he says and wrote Anora with her in mind.

Docu-style improv

For the movie’s first scene, an immersion into a strip club, Baker asked Madison to mingle with Ani’s colleagues and clients in the scene without saying any specific dialogue.

“I shot that in a docu-style way relying on improv from Mikey,” he explained. “I had Robert Altman on my mind. I basically had this live set where we knew everybody in there, but we asked people to speak at regular volume and interact with one another naturally.  My producer, Alex Coco, was DJing and literally blasting music out into the club. That's usually a no, no. You're not supposed to mix live music with your location dialogue recording, but I wanted it to feel real and I wanted to see people bouncing and just for that vibe to be there.

“Mikey wore a wireless mic and we had a telephoto lens and just followed her. I’d say into her earpiece ‘Go to that gentleman over there’. ‘Okay, we got enough, now go to that gentleman over there.’ I was getting gold from Mikey. Each interaction was showing us something slightly different. She basically set the film up by showing us the mechanics of her world.”

The actor herself (also at LFF) says, “The way that Sean writes, there might be a paragraph that says, ‘Ani’s at the club and she walks up to customers.’ And I would then bring that to life. I've never experienced anything like that – a 10-minute-long scene where I’m just going from customer to customer and talking to them in character, and they’re recording me. It's a completely live set and feels absolutely real.”

Audacious set piece

In an audacious centrepiece running in realtime for about 25 minutes, Anora is threatened by a trio of the mobster’s goons attempting to force her to annul the marriage. 

Baker calls it the ‘Home Invasion’ scene and they spent eight days filming it.

“The fight scene is meant to be shockingly funny,” said Baker. “I knew I wanted it to take place in real time in the middle of the film, so the screenplay was structured around that. We were covering every second. It couldn’t be montaged. Every angle was calculated, shot-listed, stunt coordinated.”

The Crawl

The most guerrilla part of the shoot and the least scripted took place in Brighton Beach in a section the filmmakers dubbed ‘The Crawl.’ In it, Anora with henchmen in tow are searching for Ivan among restaurants, a pool hall and video arcade, beachfront and clubs.

The actors wore wireless mics and entered each location interacting with unsuspecting members of the public while a single camera followed them around.

“It was very Candid Camera, but it allowed us to capture the vibrancy of the neighbourhood,” Baker says.

For example, one older woman in a cafe replies to their enquiries, ‘Perhaps he was kidnapped?’ a spontaneous and unscripted line oblivious to being part of a movie.

There was a limit to the improvisation because much of the film is spoken in Armenian and Russian. “This was my dialogue that I’d written in English and then had translated but we couldn't really deviate from that point because I wouldn't know what was going on, plus it would become very complicated in the edit.

“There were a few moments where I would allow our actors to just go to town. The focus of a scene set at a gas station was supposed to be on Mikey and Yura (Borisov) and we would hear the other two guys [Karagulian and Vache Tovmasyan] off screen. I just allowed them to go to town and scream at each other. I didn't know what they were saying until I got to the edit.”

Shooting 35mm

Even more remarkably this was all shot on 35mm which required the reels to be changed every ten minutes. Indeed, Baker wanted the pressure on camera team and actors of the finite film time.

“There’s a discipline that happens on set when you tell actors that you’re shooting on film. They know we’ll be calling cut when that ten minutes runs out. Everyone has to deliver in the moment, and there’s only a finite amount of chances to do so.”

Cinematographer Drew Daniels (who shot Baker’s film Red Rocket on 16mm) used ARRI LT 35mm cameras and anamorphic lenses to evoke the cinema of the 1970s.

“Not only the New Hollywood films but also from the Italian, Spanish and Japanese films of the era – in both style and sensibility,” says Baker. “This is the mash-up I found inspirational: A formal aesthetic with choreographed camera moves caught with anamorphic wide-screen images, a deliberate colour scheme and unobtrusive but stylish lighting.”

Preparing for sex scenes

To prepare for her character Madison “took months of pole dancing lessons” according to Baker, for an opening scene that barely lasts a minute, “also just to get that physicality of a dancer.”

“She worked with a dialect coach to get the New York accent. She learned pages and pages of dialogue in a language she doesn't know (Russian) and her dedication was just far beyond any anything that I've seen from any other actor I've worked with.”

Madison knew what she was getting into. She said, “Ani was a sex worker and so sex is going to be a part of her job and I was very much in that same headspace. I approached it like a job too.  I did a lot of research into sex work and what that line of work is like. I read memoirs and talked to some really incredible consultants. I also went to clubs. I wanted to make sure that I was representing that world in an accurate and respectful way.

“Filming those lap dance scenes were fun and interesting because I'm essentially just giving a lap dance from start to finish. We’d would shoot the whole thing and I had no idea where the scene was going to take me or where the conversation was going go.”

Sex work has figured in Baker’s films Starlet, Tangerine, The Florida Project and Red Rocket. “I don't like repeating myself though I do like exploring sex and sexuality.”

Surprisingly perhaps there was no intimacy coordinator on set although the actors were offered one. Baker says, “I’ve directed sex scenes throughout my career so I was very comfortable doing so and also as a producer on this film the number one priority is the safety and comfort of my actors. 

“We prefer to call them sex shots, not sex scenes, because they're blocked and calculated on set. The actors get to see the monitor and know exactly how they're being shot. It is approached in such an incredibly clinical way.”

Madison added, “We talked at length about each scene, what it would look and Sean and Sammy Quan [producer and Baker’s wife] would block out what it would look like so that we could see from the camera's perspective what it would be.”

Fairytale ending

The ending was also meticulously choreographed to time the moment the camera would close in on the actors with the amount of snow enclosing them on the windows of the car. “I wanted them to be encased in this cave of snow,” he says.

It is an ambiguous closure with the audience left to make up their mind if Ani lives happily ever after. “It's important for me to figure out the endings before I ever write a word. The ending is designed to be up for interpretation. We actually wrote an epilogue. I won't tell you what happened, but it was for me and the actors to sort of understand what I was thinking about. Whether they wanted to believe that or not was up to them, but there was an epilogue written.”


Thursday, 17 October 2024

Contextual advertising proves its worth

IBC

Automated contextual advertising uses AI to help brands fine-tune the contextual relevance of their addressable campaigns.

article here

ITV and Sky Media have both introduced contextual ads which allow advertisers to buy spots based on the specific content within a programme, rather than more broadly against the type of show or film genre. New contextual targeting capabilities will enable content advertisers to align ad placement using written, audio and visual metadata created using AI.

In a world where consumers are increasingly ad-savvy, context is king, with 72% of consumers saying their perception of an ad is influenced by the surrounding content (Integral Ad Science, The Context Effect, September 2021).

It’s worth reminding ourselves that contextual targeting is nothing new in the world of television. In fact, it was a key component of how many advertisers and buyers targeted television in the past.

“Establishing the appropriate editorial moments for advertising adjacency was pretty much beaten into a television buyer when they joined an agency,” says Rhys McLachlan, Director of Advanced Advertising at UK commercial broadcaster ITV.

“So it’s not new in that respect. What we’re finding in the digital space is that contextual can be done in a much more sophisticated way. And as ITV as a business migrates at a rate of knots from a linear push broadcast ecosystem to an over-the-top-distributed and consumed IP system, the enablement of AI or machine learning-powered contextual targeting makes the canvas just so much greater.”

UK pay TV operator Sky’s ad sales arm Sky Media says more than 5,000 pieces of VOD content had been scanned and tagged against ad-tech standards organisation the Interactive Advertising Bureau (IAB)’s content taxonomy (which runs to more than 700 categories). Each tag includes a sentiment score, identifying positive and negative moments with which advertisers may choose to align messages. While Sky’s service is in test, ITV Adlabs launched Automated Contextual Targeting (ACT) two years ago. ACT uses AI technology to scan through every show across ITV Hub, categorising every scene in them by mood, object or moment.

Key themes

The technology, which has the ability to recognise facial expressions and words spoken within shows, initially allowed the team to draw up three key themes for the pilot: Food, Drink and Mealtimes; Moments of Joy; and Beauty and Cosmetics, with pharmacy chain Boots and supermarket Sainsbury’s as pilot brands.

“The tests helped us understand more about the complexities which we anticipated would occur in a live environment,” says McLachlan.

Algorithms must accurately identify the content’s meaning, nuances, and intent to deliver relevant ads. Inaccurate content and context interpretation risks irrelevant or misplaced ads and a poor user experience.

ITV withdrew ACT from the market and put it back into the labs to work with digital intelligence platform Captify to enhance the proposition.

ACT relaunched a year ago, claiming – in a world first – to identify emotions during ITV programmes for advertiser targeting. Captify’s natural language processing and machine learning models are used to extract more precise show themes which are categorised under an extensive contextual taxonomy. Buyable segments are then created from themes and made available for selection in ITV’s ad platform Planet V.

The launch campaign was the DHSC Every Mind Matters campaign (via OmniGOV and Wavemaker) to coincide with World Mental Health Day. For this campaign ACT was used to identify emotional moments in ITVX shows that were “uplifting or joyful”, to find audiences who are more likely to be feeling anxious or stressed, and to direct viewers to the Every Mind Matters online portal.

OmniGOV were reportedly delighted with the results. “It has enabled us to tap into the core audience behaviours and deliver a timely, supportive message to those on their own mental health journey,” said Louise Turpin, Head of Client & Implementational Planning, OmniGOV.

Pete Markey, CMO at Boots said, “Aligning with contextual moments is hugely important in our marketing activity, but particularly at Christmas, as aligning with those moments of joy is integral to our strategy.”

Nearly 200 campaigns have since been run through the ACT system. “We’ve got 18 cohorts available for ACT on ITVX via Planet V,” adds McLachlan

“From an ITV perspective, ACT has been instrumental in enabling us to unlock budgets for brands or for targeting cohorts that we wouldn’t otherwise be able to,” he said.

Food advertising

The example that constantly crops up when ITV illustrates ACT is food.

“We’re not big on food programming,” McLachlan explains. “The BBC and Channel 4 typically dominate the food magazine shows. If you were to analyse our output you’d probably find that in any year we would do a couple of hundred hours of food programming. But using our machine learning proposition we can scan the catalogue and categorise all the moments where food is consumed.

“There’s a mealtime in every drama and soap or reality show. When you combine them and do that analysis you establish that we’ve got tens of thousands of hours of moments where food’s being consumed. That’s where we start to unlock those brands that are looking to target food environments.”

He also highlights “real success” over the course of the summer with an Olympics ACT proposition. “Evidently, we’re not the broadcast partner for the Olympics but we do have substantial editorialisation of the Olympics across our channels. We were able to find moments that were ‘Olympic adjacent’ in our channels and attracted Olympic partner brands looking to advertise in and around Olympic-adjacent content, or content with an Olympic sentiment. This is where it’s starting to be really smart for us.”

There might be questions as to how much an AI can decipher what’s going on in a video. Is someone on screen really cooking or are they doing something else (a lot of murders take place in kitchens…).

McLachlan says ITV’s AI is scanning the imagery and, critically, the subtitles. “It’s not just the visual components presented on screen that are being evaluated. We’re also using the audio description and subtitles function, so we know that food is being prepared or the scene is around the meal table. Imagery, audio descriptors and subtitles are combined to give us trusted results.”

Desired brand building

Commercial broadcasters claim that adjacency to relevant TV content improves advertising relevance, boosting a campaign’s brand effect. Some advertisers might expect a greater measure of performance, of bang for their buck, with such a targeted solution but McLachlan says they still very much desire brand building.

“The way our addressable advertising works with our advertiser partners is there’ll be several lines on a plan. The first line will be a mass reach proposition with a ‘widely defined addressable audience’ using our data. Then it works down through the funnel through some ACT proposition so the brand is adjacent to the moments that matter and that make editorial sense with the tone or other aspects of the advertising copy. Then you’ll get even more granular addressable audiences about people who have previously bought the products or people who are buying competitive products from all the data sources that we have. It’s very rare that we will have an ACT-only campaign.

“What we’re able to do now is provide a myriad of jigsaw pieces that come together to build a cohesive campaign that works across all the addressable targeting components that we have. ACT is one of them.”

It is also possible to automate the placement of adverts within programming but this is not something deemed primetime for ITV.

“We are not using AI to brute force breaks in content immediately adjacent to relevancy, and that will be our policy for the foreseeable future,” says McLachlan.

He says he finds it “quite remarkable” how SVODs with ad-tiers “are struggling to establish policy” around where and how breaks should be presented in editorial content, such as feature films, that were produced without advertising in mind.

“We will continue to ensure that from an editorial perspective, we are developing and adhering to best practice and break management rather than using the tail to wag the dog.”