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JVC 4K camera used for new 360-degree pop promo

JVC 4K camera used for new 360-degree pop promo
Jake Bickerton
29 August 2012

Matchbox Twenty’s 360-degree pop promo for 'She’s So Mean' was shot at four-times higher than HD resolution by using JVC’s recently launched 4K camera.

The JVC GY-HMQ10, which was launched at the start of this year with a list price of £5k, was used to capture the huge images required to place the viewer in the center of a large room while the four members of the band perform around them on all sides.

While watching the promo, you can control the direction of the camera by dragging the video left, right, up, or down.

The music video was shot and edited in July by LA-based TIC360, which equipped the camera with a GoPano Plus lens attachment to enable 350 degree shooting.

Talking about the JVC GY-HMQ10 camera, TIC360 founder Tm Conway says: “By using the zoom tool on the LCD screen, I was able to zoom into areas of the set and manually refine my adjustments to make sure the image was sharp. It’s got all the manual tools any professional videographer would want, but its automatic functions work as well as any camera I’ve ever used.”

The GoPano Plus lens attachment uses a patented, specially curved mirror, which gathers light from all directions and reflects it into the lens of the camera. The “donut-shaped” video then shows everything in a 360-degree ring around the unit.

TIC360 used GoPano’s proprietary VideoWarp Director Mac-based software to import the 4K video from JVC’s Clip Manager software, then created a single, 360-degree Apple ProRes file for editing in Final Cut Pro.

“JVC’s 4K camcorder provides so much additional resolution that the final product offers much higher quality and resolution than something shot using an HD camera,” says Amey Kanade, product manager for GoPano.

“Ours is one of the few technologies today that really needs those extra pixels. The end result is much clearer and more natural when you shoot with the GY-HMQ10.”

Watch the 360-degree video of She’s So Mean below.

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