OK, we’ve heard it all before!

‘AT LAST. a replacement for film’

and as usual it comes from the accountants. They simply can’t understand why these selfish, egotistical film makers insist on working with this expensive, inefficient medium when there is a simple (and much cheaper) solution in the form of video.

Well, as any filmaker knows, there is just nothing to beat the ethereal beauty and infinite quality of film and the indisputable argument of the added value of superior visuals.

Thank God accountants don’t make films!

However something rather dramatic has happened,

A silent revolution has taken place and been totally driven by film makers. We at ATVA have been completely won over by this astonishing development. It is SOLID STATE DIGITAL AQUISITION.

We are so impressed that following a whole year of quietly testing 2 camera systems we are delighted to announce that from now on our commercials will be shot entirely on RED and P2.

We are amongst the first production companies in the UK to own our own RED 4K Cinecamera system for high-end work and the excellent P2 2K system for medium budget commercials. Both cameras produce absolutely stunning results and NO they don’t ‘look like film’. They are in every respect equal to the film look and feel, but with a whopping 50% cost saving they have at last unshackled the filmaker.

To quote Stephen Soderbergh’

“For me this is Year Zero; I feel I should call up film on the phone and say. ‘I’ve met someone.’ ”.