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The Clippers get creative Delivering 4K H.265 clips to the cloud allows the LA Clippers’ production team and remote editors to share highlights with fans in minutes
F or the Los Angeles Clippers, an important part of social media marketing is connecting and engaging with fans, both in the arena and through their owned platforms. To support this, the Clippers’ content and production department, led by head of content Tommy Zweibel, captures a huge variety of content for social channels including highlights, interviews and behind-the-scenes footage. Short-form videos allow the team to interact directly with their fans, include them in the conversation around the team and show that they’re listening. In addition to continued engagement with their core audience, the Clippers’ social strategy provides them with a bigger stage to grow their fanbase. In the demanding environment of live sports, the internal media production team has a busy schedule travelling with the LA Clippers during the season. The production team gathers a vast amount of video and photography on game days, organising and delivering it in real time to remote editors, then on to the social media team for distribution. The camera crew needs to go where the action is, from team warm-ups to location B rolls and interviews. Pulling all this media together can be a challenge, especially when it comes to downloading large files for editing and distribution. “What we needed was a solution that could seamlessly integrate with our Sony FX and FS camcorders, provide on-board recording capabilities and video monitoring while creating collaboration between our camera, editing, production and social media team,” adds Zweibel. “We were looking to unlock the potential for remote collaboration and share the content directly from camera to cloud.” Social slam dunk To help evolve their production workflow and enhance efficiency, the LA Clippers’ media production team turned to the Atomos Ninja Ultra monitor-recorder. With its new AtomOS 11 operating system – optimised for camera to cloud
and coupled with Atomos Connect – it allows the media team to simultaneously share files and collaborate in real time using Frame.io. “The beauty of our new workflow is that our videographers no longer worry about rushing to get clips to remote editors. While working on a variety of software applications, they have instant access and, once edited, content gets uploaded to social media for our fans to have real-time Clippers updates,” adds Zweibel. “Whether we’re instantly populating our social feeds or producing a team story, this way of working has enriched our creative output, not to mention productivity.” Make it memorable The new 4K H.265 upload facility of the Ninja Ultra allows the production team to capture content and automatically upload high-quality 10-bit 4K H.265 proxies to Frame.io right after each take. With these proxies, editors can punch in and crop the image using different aspect ratios for delivery on multiple social media platforms. Delivering 4K clips to the cloud through this H.265 upload feature allows the LA Clippers’ production team and their remote editors more creative flexibility and freedom when choosing composition, without sacrificing quality. “We no longer wait for camera cards to download, the footage is ready to go into editing after each take, helping us work in tandem. We are constantly trying to keep up with the athletes and grabbing those memorable shots, so we have to move quickly and share these moments with fans,” concludes Zweibel. The LA Clippers are focused on creating unique fan experiences that drive engagement and loyalty – using social media to connect to audiences is at the core of their marketing strategy. Creating authentic content is driving the experience. Fans now want content on demand – and the Atomos Ninja Ultra with Frame.io integration is helping meet these expectations with speed and efficiency.
Collaboration has never been easier between departments thanks to the Atomos Ninja Ultra with Frame.io
“We no longer wait for camera cards to download – the footage is ready to go into editing after each take, helping us work in tandem”
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