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EMOXIS LLP Works on First TVC of Ippudo Ramen SG

EMOXIS LLP - an award-winning 3D animation and video post-production company based in Singapore recently created the first TVC of IPPUDO Ramen SG to promote their menu popular in Japan.

Singapore, Singapore, May 28, 2014 --( IPPUDO has become the most popular Ramen restaurant over the years with over 65 stores in Japan and globally in places such as New York, Sydney, Hong Kong, Singapore, Taiwan, South Korea and Shanghai. Founded in 1985 by Shigemi Kawahara in Japan’s ramen capital of Hakata, IPPUDO first opened its doors in Singapore in 2009.

And in promoting their stores in Singapore, IPPUDO SG has decided to do their first TV Commercial enlisting the help of EMOXIS LLP - an award-winning 3D animation and video post-production company. The ad was created to promote the restaurant’s internationally renowned menu especially Ramen in Singapore.

The TVC’s Director Mark Sun of EMOXIS LLP explained, “The concept was to start the commercial with a bowl of ramen. And from this bowl of ramen, erupts a plethora of images, memories of good times, good food - associated with the ramen.”

Due to the nature of the TVC shoot - which were mostly indoor shots, Sun and his crew used the Sony F5 camera.

Director of photography, Leang Lung See said, “I guess the requirements of using Sony F5 camera for the Ippudo ramen restaurant tv ad shoot was politically correct in that we used a Japanese brand of camera to shoot a Japanese ramen restaurant tvc. Filming high speed for slow motion and the 'cleaner look' of the tv commercial were also part of the deciding factors.”

Leang continued, “Every TV ad varies and requires different applications. For example, some shoots require higher resolution camera while some require higher latitude or sensitivity, smaller or lighter camera for handheld or mounting and some are just merely due to cost factor.”

“Sony F5 camera is a very versatile and dependable camera. It can meet most of the standard filming requirement and in fact on some more demanding shoot like TV ads and feature films,” He added.

Mark Sun continued, “I wanted to create a slightly authentic, cinematic feel, with a slight dream-like aspect to it. To achieve this, we needed a camera that is able to capture 4K RAW and have a good low light capability. And with high frames per second, it provided just the slight slow-motion effect we were looking for. The sexy lens-flare helped too.”

Sun said, “We had a very tight schedule and we have to get the look just right. We needed to be mobile and required quick and numerous setups.” He shared, “Food, especially ramen is a very tricky subject to shoot. We need it to be fresh, to be hot. We cannot waste time adjusting shots. By using the F5, we are able to shoot 4k, which means that for a few shots, we are able to frame it just slightly wider and scale in during post.”

Mark Sun concluded, “The shots of the food, especially the Ramen, had to appear appetizing and real. We needed detailed, beautiful shots. In the end, it all came out remarkable.”

During post-production, combining and making sense of all the footage fell in the hands of Eng Piew (Editor/Colourist).

According to EP, “The shots have to be well lit with a nice neutral feel to it so that we will be able to have a certain degree of creative control over the look during post.” He added, “We want to be able to capture the greatest latitude for color correction and being able to shoot in 4K RAW allows us to achieve that.”
Eng Piew said, “The SONY RAW format was really easy to work with, we edited our offline in Premiere Pro and was able to relink and conform to 4K RAW in Resolve easily. Being able to grade natively in Resolve really gave us a lot of flexibility in achieving the desired look.”

The Ippudo TVC is now being aired at a local cable TV channel in Singapore.
Contact Information
Joanne Chua
+65 6338 0442

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