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Blackmagic Pocket Cinema Camera and DaVinci Resolve Used for SanDisk Ad Campaign

Fremont, CA - June 26, 2014 - Blackmagic Design announced today that its Pocket Cinema Camera and DaVinci Resolve were used on a new ad campaign by SanDisk, one of the world’s top brands for memory cards.

“The World Is Memorable” campaign was produced by the Tokyo based Taiyo Kikaku production company and took three directors around the world to capture everyday life around the themes of life, passion and color. One of the directors, Eiji Tanikawa, and his DP, Senzo Ueno, used the Pocket Cinema Camera to capture footage as they traveled through India and France over the course of a week.

”Everybody carried a camera to shoot people they saw at each location,” Takao Inoue, Taiyo Kikaku producer, said. “They constantly shot anything interesting to them, and as a result, they captured enormous amounts of footage. Twenty seven hours of it.”

“I don’t think we could have achieved this job if we used big cameras. Carrying bigger equipment on locations makes the scale of the production bigger, which requires more staff. It also means a higher production cost. Bigger cameras are easily noticeable, so we would have to get permission for shooting everywhere we went. On top of that, even if we had enough budget to handle a big production and use big cameras, we wouldn’t have captured such great expressions from the people we shot with the Pocket Cinema Camera,” said Senzo Ueno.

“The Pocket Cinema Camera is the best camera for documentary or documentary like projects, which capture real people’s everyday lives like this SanDisk campaign,” explained Eiji Tanikawa. “It is nice, as the camera allowed me to shoot the subjects without them getting nervous. Usually, when someone has a camera pointed at them, they will feel tense, however when it’s over, they will relax. Our trick was to mimic the action of pressing the shutter button. People thought we had just finished taking a picture and became relaxed, but we were actually filming the moment.”

“The Pocket Cinema Camera has 13 stops of dynamic range, and I love the tone that the camera captures. When we finished filming, we edited the footage in our office. Not only that, but a colorist came to our office with his equipment to grade our footage. Since we shot ProRes, we could keep our workflow very simple, which allowed us to finish this project all in house,” said Ueno. “The edited timeline contained shots from various cameras, and the lighting conditions of each shot were different, so we had to make a consistent look for the entire timeline. With DaVinci Resolve, we could easily archive to balance out all the shots using a wide range of toolsets.”

After shooting, both Tanikawa and Ueno personally purchased Pocket Cinema Cameras because of the camera’s benefits. “Even if I am not working, for example, if I travel to New York and shoot something with the Pocket Cinema Camera, the footage can be used for my work, it’s so high quality. I couldn’t have done this before. The camera is very useful to film your own personal stock footage,” concluded Tanikawa.

SanDisk “World is Memorable”
Three leading directors in Japan traveled the world and captured irreplaceable moments. Watch all ten movies at: 

About SanDisk
SanDisk Corporation (NASDAQ: SNDK), a Fortune 500 and S&P 500 company, is a global leader in flash storage solutions. For more than 25 years, SanDisk has expanded the possibilities of storage, providing trusted and innovative products that have transformed the electronics industry. Today, SanDisk’s quality, state-of-the-art solutions are at the heart of many of the world's largest data centers, and embedded in advanced smart phones, tablets and PCs. SanDisk’s consumer products are available at hundreds of thousands of retail stores worldwide. For more information, visit

Press Photography
Product photos of Pocket Cinema Camera and DaVinci Resolve, and all other Blackmagic Design products, 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 film restoration software for the feature film, post production and television broadcast industries. Blackmagic Design’s DeckLink capture cards launched a revolution in quality and affordability, 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 stereoscopic 3D and 4K workflows. Founded by world leading post production editors and engineers, Blackmagic Design has offices in the USA, United Kingdom, Japan, Singapore, and Australia. For more information, please check

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.