"THE LOVE THING" Unites Lima's Leading Filmmaking Vision, Katie Grand's High-Fashion Editorial Eye, and the Latest Technical Innovation From RED. 

New York — Leading digital cinema company Offhollywood announced that it supplied the newly released RED Mysterium X for the short high-fashion film "THE LOVE THING," LOVE Magazine's first commercial, designed and directed by James Lima at the invitation of LOVE Editor-in-Chief Katie Grand. Among the very first such systems yet available on the market, the RED ONE£ camera updated with the Mysterium X sensor provided by Offhollywood brought unparalleled fidelity — with an enhanced level of sensitivity and broader dynamic range — to the shoot, which also features Lima's computer-generated artistry and visually emotional storytelling. The film debuted on STYLE.COM on Valentine's Day, Sunday, Feb. 14.

"I love telling visual stories using technology," said Lima. "Fashion has always been a great inspiration to me, and now with the advent of new portable immersive devices, like the iPad, it only makes sense to take the fashion editorial art form to the next level. Still life comes alive with movement and emotion; it is very intimate and powerful. I call it 'Motiontorial,' and it has the potential in the fashion industry to be very similar to what happened in Hollywood with the introduction of sound to silent films."

Shot in New York, the 60-second film stars models Alessandra Ambrosio, Pixie Geldof, Agyness Deyn, and cover star Jeneil Williams — all featured in the new issue of LOVE — wearing Prada clothing from past and present collections, and debuting the Prada pre-Fall 2010 Collection. Miuccia Prada introduced LOVE's Grand to Lima, who directed the Prada film "Trembled Blossoms," an ambitious and acclaimed CG animated fashion film, and has explored and exploited technology innovations — even creating entire visual worlds for the likes of Steven Spielberg, James Cameron, and Joe Pytka.


"The genius of this project is that all contributors represent the best of their field, and in this new frontier for the fashion industry, their worlds have aligned synergistically to create something really compelling and exciting," said Quynh Mai, founder of Moving Image & Content, who brought Offhollywood on board for the film. "Among these contributors, Offhollywood brings the resources, technical expertise, and mind-set necessary to support the creation of digital content at the highest possible quality. Unique in its ability to embrace the latest technologies without letting go of quality and craftsmanship, Offhollywood is an incredible resource for modern digital filmmakers."

Offhollywood also provided additional RED camera support for Gregg Williams' Esquire magazine cover shoots of Kate Beckinsale and Rachel Weisz, both shot on prototype RED ONE cameras upgraded with the Mysterium X sensor.

About Offhollywood
Offhollywood is a digital cinema company based in New York City and Louisiana. An early adopter and innovator, Offhollywood is steeped in emerging technologies, R&D, and cutting-edge production and post-production techniques. Actively partnering with leading hardware and software vendors, Offhollywood is tapped both by major studios and independent producers to tackle the most challenging projects. A leader in 4K digital cinema services, Offhollywood has been providing RED ONE£ 4K cameras, technical support, workflow, and post-production services since the first RED£ cameras were released. Offhollywood is also currently providing state-of-the-art 3D imaging and post solutions. Since its founding by Mark L. Pederson and Aldey Sanchez in 2003, Offhollywood has provided production, editorial, color grading, and finishing services to scores of feature, television, and commercial projects. More information is available at www.offhollywoodny.com.