The famous American trucks company invested in an ambitious commercial "The Power Has Shifted" to launch its new 1500 TRX pickup truck. TRX for Tyrannosaurus Rex, the super predator of the Raptor in Jurassic Park. Why this cinematic reminder? Because its direct competitor is the Ford f-150 … Raptor!
Designed as a platform for young filmmakers to showcase their work, the 14th FIRST International Film Festival Training Camp was held in Xining, China. Jebsen Industrial, Angénieux partner for Asia Pacific, supported the event by providing the Angénieux Optimo Prime full-frame lenses to the filming of its short film “37°2”, directed by Mei Liying and shot by Zhou Zijie. The film is the first project in Asia to put the lenses on the field. Director of Photography Zhou Zijie started out filming documentaries with VICE. Later, by chance, he filmed a music video and found himself in the commercial advertising industry. With several TVCs under his belt, he is now dedicated to film production. “The performance of Angénieux lenses in general are very stable. Its zoom lenses have excellent distortion and image control. They can be used together with lenses from other mainstream brands and they have high compatibility in the post-production phase” Zhou shared his impression of the Angénieux lenses.
Lens technology is progressively adapting to dynamic industry trends of motion pictures. Mindful of these rapid changes, today’s filmmakers are pursuing high-quality cinematic looks armed with tools built for speed, versatility, and cost-efficiency.