Popular switches to Adobe Premiere Pro CS6 for latest Burton Snowboards film—“13”

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Imagine some of the world’s most progressive snowboarders risking their lives to shoot in beautiful remote locations—all cut to great music. This year, Burton Snowboards chased winter to produce an original film to kick off the season, inspiring both core riders and newcomers to the sport. The creative production company behind this year’s project is Popular, a studio recognized for originating authentic athlete, personality, and lifestyle- driven creative for film, commercials, and branded entertainment. The award-winning partners of Popular—David Tindale and Jeremy Pettit—sat down with Adobe to share their experience switching from Final Cut Pro to Adobe Premiere Pro CS6 software to put together 13, Burton’s action-packed film for 2013.

Adobe: Tell us about the film.

Tindale: The 45-minute film is Burton’s primary marketing vehicle for the 2013 season. The purpose of 13 is to inspire all snowboarders to get out and ride. Burton is iconic and steeped in heritage. Our goal was to create a film that represents snowboarding today, showcasing the creativity of each team rider and how they progress the sport in their individual ways. The film premiered in eight cities around the world and was released on iTunes, DVD, and Blu-ray. The premiere tour continues in local Burton stores and dealers eventually finding its way to every local shop’s TV — all 4,300 of them.

Adobe: What was Popular’s role?

Pettit: This was our second year directing a film with Burton. We worked six film crews, chasing snow and terrain to film some of the most progressive snowboarders all over the world, including Danny Davis, Mikkel Bang, John Jackson, Mark Sollors, Mikey Rencz, Jussi Oksanen, Terje Haakonsen, Jeremy Jones, Zak Hale, Ethan Deiss, Seppe Smits, Werni Stock, Roope Tonteri, and more. The riders’ styles are all different and it was important for Burton to feature a variety of unique, undiscovered locations to best showcase their varying disciplines. The team stepped it up this year with everyone logging solid footage of advanced and innovative tricks from the streets to the backcountry. We work with several film crews over the season, each submitting footage on a monthly basis, this was like our dailies. read more...

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