EditShare and Uber have partnered to deliver 4K footage of the Great Barrier Reef via ‘scUber’, the world’s first rideshare submarine.
Developed by Tourism and Events Queensland, the integrated marketing campaign showcased the biodiversity of the Reef, captured and shared in real time with 180-degree views using Editshare’s live production solutions.
EditShare’s workflow and collaboration capabilities allowed creative teams from partners Big Planet Media and Publicis to distribute live 4K and HD content from the scUber voyage in a myriad of news, commercial and press packages.
The EditShare project sharing collaboration tools facilitated fast content production and media sharing, organising marketing and press assets by category: drone footage, island vision, reef vision, underwater reef vision, scUber underwater vision and scUber behind the scenes.
“We had an extremely tight timeline to shoot footage of our scUber sub in water for all our broadcast, social and digital launch requirements,” said Vicki Lee, head of broadcast and content, Publicis Worldwide (Aust). “We had 24 hours to shoot this footage, ingest it into the EditShare system and then edit immediately for material to be dispatched that night.
“Our deadline demanded that the footage be top quality as there was no time for low-resolution ingest and offline editing, followed by the conform of high-resolution footage for grade, online and mastering. By foregoing the traditional workflow systems and leveraging EditShare we were able to successfully execute on our fast turnaround approach to this campaign without missing a beat.”
“The beauty of the EditShare live production solution is that it’s incredibly flexible, especially for a scenario like this where the minutes really count,” added Paul Hayes, regional sales manager – Asia, EditShare. “With immediate access to 4K and HD simultaneously, EditShare facilitates the creative workflow, enabling storytellers to use the tools they are familiar with to create compelling content that engages audiences across linear and new media channels.”