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ALPHADOGS COMPLETES AD CAMPAIGN FOR STATER BROS.

Post-production studio lends creative, technical expertise to commercials for major grocery chain

April 22, 2003—Burbank, Calif.—
AlphaDogs, Inc., a post-production studio focused on keeping clients “ahead of the pack,” today announced that it has completed post-production work on a series of television commercials for Stater Bros., one of the largest privately held chains of grocery stores in the U.S.

The advertising campaign, with the tagline, An American Tradition, consists of ten 30-second television spots that emphasize the quality of the grocery store’s offerings as well as its low prices.

In the past, Stater Bros. had created its ads on film; this series was the first shot entirely in high-definition (HD) digital using Sony’s 24P camera. After the segments were created, Terence Curren, president of AlphaDogs, helped them save money and time in the post-production process.

“We decided to edit the new spots at AlphaDogs because of their stellar reputation, and I must say it speaks for itself,” said Lisa Shanks Thomas, executive producer and owner of Heartland Media Productions, which directed and produced the commercials. “Everyone was very professionals and helpful, but with a relaxed atmosphere. Terence Curren is a terrific editor and was immensely knowledgeable in the 24P environment. We consider AlphaDogs at the top of our list.”

According to Curren, Stater Bros. originally planned to have AlphaDogs do HD online editing, which is quite expensive. “When I spoke with them,” said Curren, “I discovered that the final product was to be delivered in standard definition—they shot the ads in HD only to get the ‘film look.’ I suggested that we down-convert the master tapes and do the work in Avid® Symphony™.”

Because of the speed necessary to complete the ads, Curren used Symphony to edit both offline and online uncompressed. “Because AlphaDogs has three terabytes of storage available, it’s no problem to have all the media online.”

As always, Curren’s team used its creative and technical experience to provide the client with an outstanding finished product. “One spot needed to go from an ‘old film’ look to current day,” explained Curren. “AlphaDogs used a combination of sepia toning and Boris Continuum’s Film Damage plug-in. We didn’t need to fake the film motion, as the source was 24P. After AlphaDogs cut the spots to the clients satisfaction, we used Symphony’s color corrector to achieve a final look that the director was happy with.”

Producer: Heartland Media Productions
Director and DP: Kris Wilson, Heartland Media Productions
Editor, HD Editor and Compositor: Terry Curren, AlphaDogs
Visual Effects/Post-Production: AlphaDogs

In addition to Curren, the AlphaDogs team includes Liz Flush, general manager; Russell Frazier, vice president of graphics; Jim Faraci, vice president of audio; Sharon Nichols, vice president of creative development; Ilene Glickstein, vice president of sales; and John Moore, senior editor.

About AlphaDogs
AlphaDogs, Inc., is considered one of the finest post-production firms in the entertainment industry. The AlphaDogs team combines a wealth of talent, decades of experience and a dedication to outstanding customer service. With AlphaDogs, clients can rest assured that their project is receiving personal attention and the highest-quality work from an award-winning team. AlphaDogs’ offices are located at 1612 West Olive, Suite 200, Burbank, Calif. 91506. For more information, call 818-729-9262 or send email to info@alphadogs.tv.

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Contacts

Christine Brodeur or Robert Karpman
Socket Media, Inc.
310-829-0556 or 310-829-0586
c.brodeur@socketmedia.com or r.karpman@socketmedia.com