Panavision Australia is the biggest motion picture camera rental company in Australia.
Panavision introduced the Genesis camera for 2006. A new camera is such a rare event that it was difficult to pass up the option of featuring the Genesis on the cover of the 2006 catalogue.
The problem was that the bulk of Panavision's work is still film based and not Genesis based. I wanted to shoot the Genesis in such a way that it was obvious that it was a Panavision camera, but that it wasn't obvious that it was the Genesis. If you were familar with the Genesis, then you would know what it is, otherwise it was just a cool looking, modern Panavision camera.
I wanted to pick an angle where there were no Genesis logos visible, and where the lens was prominent, because a big selling feature of the Genesis is the fact that it uses regular Panavision film lenses. In the final shot, the only logo that gave the game away was a small Sony logo on the recorder, so I painted that out in Photoshop.
I created the type and the shape of the die cut pages to follow the curves of the camera.
The look is sharp, bright and very clean. The Mylar bag that contains the catalogue enhances the feeling of cleanliness and freshness.
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