My Post House: SFedit

John Coen, founder of SFedit, has spent the last 12 years transforming his facility into what it is today: the full-service production studio that high-profile clients, from major networks to global corporations, trust to deliver cutting-edge quality to any project.

What specific project(s) do you currently have in the works?

We are wrapping up projects for Sony Computer Entertainment America's (SCEA) ModNation Racer PlayStation game and the launch of the TiVo Premiere.

We created promotional video materials for ModNation Racer, and were held to a different set of standards since SCEA works in HDCAM SR. To pass different quality-control tests and meet color requirements, we monitored with Blackmagic's UltraScope product.

The TiVo launch involved a full set of services, from effects to finishing. All the material was shot on HDCAM and brought in and out with Blackmagic Design's Decklink HD Extreme 3D cards. After a rough cut was done and exported as uncompressed QuickTime, we used Maya to bring the digital mascot, designed by TiVo's creative artists, to life in 3D.

Our client list is long and our portfolio is expansive; we've worked with everyone from ABC to HP.

What do you consider to be the next big thing in post?

3D is the future. I do a lot of work for videogame developers, so when it comes to those clients, 3D productions are imminent. I know it's still in the early stages, but I'm keeping on top of it so I will be ready to meet the ever-evolving needs of my clients.

Related Links

My Post House: ÜberMedia Éric St-Martin's post house, ÜberMedia, is located in Mirabel, Québec and specializes in corporate filmmaking... My Post House: Sabertooth Productions Greg Leuenberger, CEO of Sabertooth Productions, and his small team of designers, editors, and artists provide production, postproduction, animation, and graphic services to a variety of technology...

What technology do you currently work with?

SFEdit is a full-Mac operation, using [Apple] Final Cut [Studio] and [Adobe] CS5. We mainly work in 1080p so we use Blackmagic Design products for all of our input and output.

What new technology are you working with?

We are using a lot of DSLRs and RED cameras for our shoots now, and the images they capture are stunning.

I have also had to expand my delivery formats recently. More and more clients are requesting content specifically for iPads and iPhones, so that has been keeping us busy.

What new products/technology are you looking forward to the most?

3D. It's coming!

What was the first editing system you worked on?

Ampex, baby! I had an internship at a production company, on the management side. But as soon as I saw those edit bays, with their big switchers and 1in. decks, I knew that was where I wanted to be. So I brought home the enormous Ampex manuals every night and devoured them; then I would sneak in really early in the morning to practice what I had learned.

What gets you out of bed in the morning to go to work in postproduction?

My job is never the same two days in a row. I have a wide range of clients, my role on each project changes, and I deliver lots of different looks, so I know I can look forward to something different each day.

Every morning I wake up and think, "What am I wearing today?" I might need to dress the part of producer, editor, animator, account manager, or even bookkeeper. When you run your own company, your role involves a little of everything, which definitely keeps it interesting.

What are your favorite/least favorite things about working in post?

My favorite thing is finding that perfect piece of music where the pictures just seem to lay themselves down. There are times when you just know—you can just feel—that everything is working perfectly together.

My least favorite part is when my equipment fails mid-project. Even though I am very proactive about maintenance on my gear, there are times when I'm convinced that the gods were conspiring to mess with my arrays, crash my drives, and interfere with my broadband all at once. I have always managed to get everything back up and running, but it certainly doesn't make for a fun day. That is one downside to running your own place: Everything is ultimately your responsibility.

What is your best post memory?

My best post memory dates 14 years back, to when I did all the videowalls for Centennial Park at the 1996 Olympic Games in Atlanta. I had a makeshift edit bay set up under the stage, and I swear it must have been 110 degrees down there. But it was super-exciting, fast-paced, and nonstop, and I had great footage to work with. I had tons of freedom to create what I wanted from the footage of each day's athletic events mixed with beautiful graphics and historical elements. It was a long couple of weeks, and though I don't remember sleeping much, I'll never forget the stuff I was able to create.

More recently, my work has taken me to Japan. That's a close second in terms of best post memories, because after a few trips there, I still can't get enough. Part of me wants to move there.

What were you doing 10 years ago?

It was about 12 years ago that I quit my full-time job as director of technical operations for TechTV (now G4) and started my own shop. Since then, things have really taken off. The Discreet Logic and Avid systems are things of the past and the Beta decks that used to go all day are beginning to collect dust.

What do you expect to be doing 10 years from now?

In 10 years' time, I hope to still be editing away. I do look forward to slowing down a bit and being more selective about the projects I work on, but I honestly can't see myself enjoying anything else more. I love learning about new technologies and trying out the latest stuff. Plus, I feel lucky to have the opportunity to meet so many interesting and creative people through my work.