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Strike a pose Sony’s BRC-AM7 delivered seamless autonomous production at Goldwell’s Colour Vision event, allowing beauty to meet AI-enhanced broadcast tech A rtificial Intelligence is pervading virtually every industry, and the worlds of broadcasting and professional content creation
explains why the AM7 was an excellent answer for the brief to capture this unique event’s dynamic energy and artistry: “It was absolutely critical that the cameras we used for this job had excellent visual quality and brilliant colour science. That’s why we selected the Sony AM7s, because they bring that visual aesthetic.” Managing director Andrew Smith expands on the thinking behind gassProductions’ camera choice: “On this job we used five AM7s operated by two people. In terms of efficiency, it is clear we are not having the same level of humans on the job as before. And the added value is that they are tiny – our clients can put more seats in and can sell more space and tickets. Coming to the production with that kind of scope allows our customers to really enjoy the benefits, which is what it’s all about.” As Dan observes, AI’s primary role in a live environment is to augment production efficiency while opening up new artistic possibilities. “The AM7 has revolutionised the way we work. The AI tracking does not replace us – it empowers us to be more creative. We have put the auto framing through its paces, and we selected the AM7 because we have
already taken it to myriad other events and so far it hasn’t missed a beat. That doesn’t mean it’s a one-click solution. But when you understand the nuances of it and how to interpret it and apply that to an event, it becomes an outstandingly strong solution that we’re deploying on pretty much every event now.” Operating autonomously for most of the Colour Vision event, the fleet of AM7s effortlessly kept pace with models on the crowded runway without missing a beat. As Dan notes, AI’s significance as a creative enabler is often misinterpreted: “You can trust a camera over there will be tracking that individual while you’re looking for a shot on this camera here. And that in itself, I think, is where some people are missing the point. They think AI tracking is here to get rid of them. It’s not. It’s here to help them. So if we embrace it, then we can really use it to make our jobs more creative. And that’s what I think is exciting about it.”
are no exception. AI’s transformational impact on live production is exemplified by Sony’s BRC-AM7 camera, which complements the traditional role of the live camera operator. Using AI to track subjects autonomously, the compact but feature-packed AM7 lets production teams deploy more cameras with less space and personnel requirements at live events – all without compromising either image quality or operational flexibility. The powerful creative capabilities of the AM7 were put to good use by award- winning production specialist company gassProductions in a recent project for Vibration Production and its own client, professional-haircare brand Goldwell. Taking place at Exhibition White City in London, the fashion-forward event saw Vibration Production and gassProductions collaborate to capture Goldwell’s Colour Vision, a catwalk-centred celebration of professional stylists’ and artists’ creativity and skill in hair colouring. The story was undertaken by CTO Dan Radford of gassProductions, who
To discover more about the BRC-AM7s, visit pro.sony.eu
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