Advance Auto Parts Shoot Promo Video with Panasonic VariCam 2700

As part of a major rebranding effort, Advance Auto Parts recently shot an HD publicity video using Panasonic VariCam2700 P2 HD camcorders.

This week 6,000 managers of Advance Auto Parts stores viewed the video at a national sales meeting and the footage will ultimately be re-purposed for commercial spots, on-line content, and a mini-documentary.

The video features an eight-state road trip in which a plethora of customers and employees from typical Advance Auto stores are profiled. Crews from New Perspective Productions and VPS Productions were given just 15 to 18 shooting days apiece in early November with a hard deadline for completion. The crews traveled separately and used VariCam 2700s outfitted with Zeiss super speed lenses for the entire shoot.

“We’d previously rented a tape-based VariCam for several major projects, and it always proved a workhorse with really amazing imagery,” said Mark Fallone, New Perspective’s VP of production and development. “So when we went shopping for a highly mobile EFP/ENG style camera, but one that could tricked out with high-end lens packages, we didn’t need to look much further than the HPX2700.”

The HPX2700 features VariCam’s filmic look and records in the widely supported DVCPRO HD format. It is equipped with three full 1-megapixel 2/3” native HD CCDs. It records independent-frame 1080 and 720 images using advanced AVC-Intra 100 and AVC-Intra 50 compression, supported by the several of industry’s leading nonlinear editing systems.