“Mad Men” in motion, by Art Streiber

Did you catch the iPad edition of Newsweek‘s recent Mad Men issue? It included a motion piece by Art Streiber, who also shot the cover story. Here, he explains how it came together…

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“When I was assigned to photograph the Mad Men cover of Newsweek, Creative Director Dirk Barnett and Photography Director Scott Hall asked me to shoot a short video for the iPad cover of the issue that would expand on the concept of the print cover. The print cover is a photograph of four of the main Mad Men actors in the elevator with the cover line, ‘Mad Men Goes Back to the Office.’ The idea for the iPad cover video was that the elevator doors would open, and the actors would walk out.

But we were told by the production company that the actors couldn’t shoot any video in character that wasn’t directly for the show.  So I proposed that I shoot a series of stills and that we ‘animate’ the iPad cover. Fortunately, everyone involved agreed.My retoucher, Angie Hayes at the Happy Pixel Project, did the custom printing and color work on the final selected still frame, turning the black elevator doors on the Mad Men set into shiny silver doors for the cover.Hugh Milstein and Tim Wilcox at Digital Fusion took Angie’s final file and replicated the color and retouching for the animated frames and worked closely with Newsweek to add the cover lines and magazine cover logo.

Their hard work produced a beautiful stop-motion treatment that invites Newsweek‘s iPad reader to venture into the rest of the issue.”
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2 Comments

  1. Posted 04/28/2012 at 10:17 am | Permalink

    great video and solution in solving a problem. The type treatment could be better but still good.

  2. amisanyal
    Posted 04/29/2012 at 3:22 am | Permalink

    Professional problem solving at it’s best! Thanks for sharing


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  1. […] Mad Men issue—you recognize the cover video embedded below. Photographer Art Streiber recently revealed the story behind the video. Here’s what he had to say: “When I was assigned to photograph […]

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