VMI Recommends ARRI's AMIRA

Digital content and marketing agency Adjust Your Set has selected ARRI's Amira for a recent shoot, following consultation with reseller and supplier VMI.

Adjust Your Set's first option would normally be the ARRI Alexa for feature films, drama and TV production.
"Our DOPs love working with the Alexa but for a 2-day shoot in multiple locations and a limited budget, we usually have to opt for a DSLR," said producer Zoë Waller.
"But for this production for a well-known fashion retailer, we wanted a very stylized, graded high end look and knew that an ARRI would deliver the best results."
Early discussions with VMI brought up the possibility of using the ARRI Amira. "I have to admit, we were really excited to be one of the first to use the camera but we had to be sure it would deliver the results. So we undertook a test afternoon before taking the plunge," Ms Waller continued.
The film promotes a 'back to school' range of children's clothes, with the aim of appealing to parents. The crew created a modern twist on British children's school drama Grange Hill, with the shoot taking place in a school, a suburban house and in a domestic back garden.
"Two things stood out with the Amira," Ms Waller said. "Firstly, the Log-C files are pretty much identical to Alexa's HD. They grade superbly in DaVinci to give us exactly the look we wanted. Secondly, its lighter weight made it very agile during the shoot and easy to transport from location to location.
"It's a conundrum we will face but I think most DOPs' first choice will still be the Alexa. But the Amira certainly fills the gap for a truly professional, mid-priced system with no compromise in image quality."

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