{"id":10722,"date":"2020-10-30T16:10:43","date_gmt":"2020-10-30T23:10:43","guid":{"rendered":"http:\/\/lesliedinaberg.com\/wordpress\/?p=10722"},"modified":"2020-10-30T16:10:43","modified_gmt":"2020-10-30T23:10:43","slug":"how-flir-steals-moments-in-spotlight","status":"publish","type":"post","link":"https:\/\/lesliedinaberg.com\/wordpress\/?p=10722","title":{"rendered":"How FLIR Steals Moments in Spotlight"},"content":{"rendered":"
\"FLIR's<\/a>

FLIR’s technology used in the 2018 film Rampage, courtesy photo.<\/p><\/div>\n

With appearances in Sicario<\/a>, Ozark<\/a>, Silicon Valley, The Haunting\u00a0of Hill House, Transformers: The Last Knight, Speechless<\/em>, and\u00a0Extinct or Alive<\/em>, among others, FLIR<\/a> is more than familiar\u00a0with the on-screen close-up.<\/p>\n

The thermal imaging tech company, which employs approximately\u00a0450 of its 3,000 employees in Goleta, uses product placement as an\u00a0important part of its marketing strategy. \u201cWe really approach placement\u00a0in a collaborative way,\u201d said Vatche Arabian<\/a>, director of content\u00a0marketing. \u201cWhile some companies may actually go out and buy a\u00a0placement on a show, we don\u2019t typically do that. Often, it\u2019s cases where\u00a0folks want to achieve something unique, and we partner with them\u00a0to help them do that.\u201d<\/p>\n

Of course, sometimes opportunity just knocks. \u201cThe crazy, last minute\u00a0ones are the ones that we seem to get the biggest lift out of,\u201d\u00a0said Arabian, referring to the 2017 VMA performance of 30 Seconds\u00a0to Mars, in which actor\/musician Jared Leto wanted to do the thing\u00a0with thermal cameras. \u201cWe had maybe a week-and-a-half notice for\u00a0that one. Trying to realize what they were trying to do and find the best\u00a0way to do that was terrifying, but then the end result was amazing.\u201d<\/p>\n

FLIR cameras were also used on the two Sicario movies. \u201cIn the\u00a0tunnel, when it\u2019s in thermal vision, we worked with Roger Deakins to\u00a0have him use the FLIR science camera, and he couldn\u2019t have told that\u00a0story without it,\u201d said Stacy Jones, CEO and founder of Hollywood<\/p>\n

Branded, the marketing agency that works with FLIR. \u201cThey were in\u00a0a pitch-black tunnel, and he was trying to actually show what it is like\u00a0for the military and for those people who were running from across\u00a0the border.\u201d<\/p>\n

In the movie Rampage, FLIR provided a pilot and its plane, fully\u00a0kitted out with all the FLIR technology, usually reserved for large-scale\u00a0demonstrations of their product line to military or government buyers.<\/p>\n

\u201cThere was a fictional big quarry scene,\u201d said Jones. \u201cIt existed, but\u00a0they made it look way bigger than it was through movie magic. And\u00a0they had the plane sweeping over it, filming in thermal and feeding\u00a0a livestream down to the director at the same time, so they could get\u00a0the vision and the day scenes and the night scenes and the thermal\u00a0all captured while the big ravaging beast that they put in later on was\u00a0able to storm in with special effects.\u201d<\/p>\n

Product placement works best on-screen when it\u2019s helping to tell\u00a0the story, said Jones, who founded her agency in 2007, with BlackBerry as her first client. \u201cTechnology is something that is a great\u00a0storyteller when it\u2019s contributing to who the character is, to driving a\u00a0story element, and contributing to making that scene more real,\u201d she\u00a0explained.<\/p>\n

flir.com<\/a><\/p>\n

\"Tech<\/a>

Tech Talk Special Issue for Santa Barbara Independent, published October 1, 2020.<\/p><\/div>\n

 <\/p>\n

Tech Talk Special Issue<\/a> for the Santa Barbara Independent<\/em><\/a>, originally published on October 1, 2020.<\/p>\n

To read the issue as it appeared in print, please click here, Tech Talk 768_10_01_20<\/a><\/p>\n

 <\/p>\n

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