September 18th, 2012

Taylor Swift Takes Advantage Of 4K For The Release Of Her New Music Video That Was Shot With The Sony F65

Posted By Neil Matsumoto

The music video for Taylor Swift's "We are Never Ever Getting Back Together" is the first to be shot in 4K using Sony's F65 CineAlta

Taylor Swift’s #1 single “We are Never Ever Getting Back Together” is the first music video to be shot in true 4K using Sony’s F65 CineAlta™ digital motion picture camera. The video was shot in a day at Sony Pictures Studios and had its world premiere on Aug. 30.

The video was directed by Declan Whitebloom and shot by DP Paul Laufer, who both brought extensive music video, film and TV credits to the project. Supporting the crew were the full resources of Sony Pictures’ Colorworks DI facility and Sony Electronics’ Digital Motion Picture Center (DMPC), lending their expertise on every aspect from pre-production to the final Digital Intermediate work.

The concept of the video consisted of one long take using an F65 on Steadicam gliding through six distinct sets, with multiple lighting changes, talent choreography, wardrobe changes and set piece moves.

“The video’s success hinged entirely on the precise timing of Taylor and all moving parts, down to every cue,” said Laufer. “Added to the mix was a camera that I hadn’t worked with before. The perfect world had to happen and actually it did.”

“This is truly a breakthrough project, totally fitting for someone like Taylor, who is the biggest artist in the world,” said Whitebloom. “When I visited Sony’s Digital Motion Picture Center and saw the F65 first-hand, I was blown away. This is the future.”

The concept of the video was one long take using a Steadicam-mounted F65 gliding through six distinct sets

Sony’s DMPC is an all purpose facility where directors, cinematographers, camera assistants and post professionals can share experiences as well as learn the 4K workflow process.

After screenings of F65 footage, workshop sessions on the F65 at the DMPC and consultation on post workflow at Colorworks, the production team knew that Sony’s 4K technology was the perfect match for the project. Laufer was impressed with the camera’s functionality, on-set flexibility, as well as its image quality.

“This camera delivers the best image of any digital technology I’ve ever seen,” said Laufer. “I love the skin tones.  How the color is rendered is really impressive.  And then being here at the Sony Digital Motion Picture Center and being able to watch the fruit of our labors straight-away on a huge 4K screen is such immediate gratification.  The F65 is a great new tool that I look forward to using again.”

Because of the short timeframe to meet the deadline of the premiere, the production needed a camera system that would not only match their concept and produce beautiful pictures, but also be an efficient production solution.

“Working with this camera in 4K completed and really accented my vision,” Whitebloom said. “The F65 seamlessly moved into the workflow and allowed great latitude with the colors and the depth of the picture. It’s given us a lot of bang for our buck.”

Swift herself liked how Sony’s technology helped tell the story of her song, which helped to create a more intimate connection with her fans.

“Sony 4K lets my fans experience something brand new,” Swift said. “I love saying to them, ‘Hey, this is a cool, amazing thing I found, how do you like it?’”

Here’s the video (4K not available yet):

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Taylor swifts video was not the first 4K f65 music video. Larry Hernandez released their f65 video one month prior to the release of Swifts.

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