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ABF Pictures Shoots ‘Clevercards’ and ‘MandM Direct’ Spots with Blackmagic Production Camera 4K

Fremont, CA - June 12, 2014 - Blackmagic Design today announced that Manchester, England based ABF Pictures used the Blackmagic Production Camera 4K to shoot national television commercials for Clevercards (known in the US as ‘Cleverbug,’) one of Europe’s fastest growing greeting card and greeting card application companies, and MandM Direct, one of Europe’s leading online, off price retailers.

ABF is a production company and advertising agency specializing in the creation of TV commercials for broadcast, having handled advertising campaigns for global brands such as Virgin Games and VistaPrint. With the series of Clevercards spots, ABF was tasked with showing how simple it is to use Clevercards’ application by connecting to Facebook to ensure you can create and never miss sending out the perfect greeting card. For the MandM Direct campaign, ABF created commercials showing the fun that families have online shopping in conjunction with highlighting MandM Direct’s sponsorship with the “Britain’s Got Talent” television show.

“We shot both spots in 4K, and the Production Camera 4K worked like a charm. The ability to shoot in 4K and get that Ultra HD look at an incredible price and with an easy to use workflow from production to post is really amazing. The Blackmagic Production Camera 4K is a real game changer for shooting commercials,” said Tim Folin, DP for both commercials.

Both campaigns were shot in ProRes using the camera’s film mode, with footage being sent seamlessly from the camera straight into Final Cut Pro. Throughout the production, ABF used a mix of Nikon, Voightlander and Canon lenses.

“For the Clevercards spots, I wanted to get a flat, filmic look, and the images that the Production Camera 4K gave us were amazing and fit that perfectly,” said Tim. “We also had to plan for post production to add in different greeting card art work and wording, so we shot all of the actors holding blank, black card and added graphics later. All of the data and detail that comes with the 4K images from the camera really made it very easy to work with adding content after the shoot was completed.

“The Blackmagic Production Camera 4K gave us a much sharper picture than with any of the other cameras I have worked with, and the images are just amazing,” finished Tim.

Press Photography
Product photos of Blackmagic Production Camera 4K are available at

About Blackmagic Design
Blackmagic Design creates the world’s highest quality video editing products, digital film cameras, color correctors, video converters, video monitoring, routers, live production switchers, disk recorders, waveform monitors and real time film scanners for the feature film, post production and television broadcast industries. Blackmagic Design’s DeckLink capture cards launched a revolution in quality and affordability in post production, while the company’s Emmy™ award winning DaVinci color correction products have dominated the television and film industry since 1984. Blackmagic Design continues ground breaking innovations including 6G-SDI and 12G-SDI products and stereoscopic 3D and Ultra HD workflows. Founded by world leading post production editors and engineers, Blackmagic Design has offices in the USA, UK, Japan, Singapore and Australia. For more information, please go to

About New Magic Australia Pty Ltd (Australian and New Zealand Blackmagic Design master distributor)
New Magic Australia Pty Ltd is a recognised leader in the distribution and marketing of multimedia hardware and software, representing a carefully selected range of innovative, leading manufacturers and catering for both the professional and consumer markets. New Magic Australia established in 1993 is the Australian distributor of Blackmagic Design, Convergent Design, Hauppauge Computer Works Inc, Cubix, Matrox Video Products, Schneider Optics Lenses and Sony Creative Software products.