Multimedia: The Independence Reception 2012

Multimedia: The Independence Reception 2012

(Click here to see the multi­media)

It is the most important social happening of the year — as a social event, you could say it is sort of our Academy Awards. It is also the most viewed TV-program of the year.

I’ve covered the event several times — yes, you might argue that it goes into the category of sports… :-) as you are really, really in a hurry and you also sweat a lot…

Anyway. I got a call from my client couple of weeks ago: “You always say that you would like to do this diffe­rently. This year we’ve decided to skip print entirely and just focus on the web. Go ahead, dazzle us”.

Man, talk about a gig… and talk about pressure. And what an awesome gesture of trust from the client (EEVA-Magazine)

Totally free hands. So you can imagine: thrilled and scared. The great news is that I had time to prepare — the bad news: I’ll shoot from 7pm until 10.15 pm and the whole thing has to be ready next day by noon.


I code beforehand, test as well as I can. Agree with the client on visual elements: panoramic images, stills and short video inter­views. Code mainly in HTML5, except for the panoramas which I have to do in flash. I also make a simple fallback template into full HTML5 (with auto detect) for the iDevices.

I work like a madman. First the red carpet: Canon 1Dx with a longer lens, high asa and no flash, jpg-format. I decide against the RAW-format to optimize for the post production — and as the light is very constant, you can preset accurate WB and exposure.

The redcarpet and hands­haking takes c. 1.5 hours during which you do not move. I mean literally: you do not move. You stand on a scaffolding and you have about 40x40cm space to your feet, other photo­graphers around you and this line of marines (with their bright, white hats) right in front of you.

Then, quick dash downs­tairs, change of cameras into 5Dmk3’s to shoot video. As the place is packed with people and TV-crews, using both wireless or wired interview mics is a bit of a hassle. So I give a Zoom 4Hn (with a lavaliere mic) to my journalist. In retrospect, the lav was not a smart thing to do, I should have used a standard interview mic with the same recorder.

Shooting video is a hassle: extre­metly tight and I have 45 mins to complete 12 short (one-two question) clips. But thank God quality of the video image is not a major priority in this.

Then the president and and his spouse dance — this I shoot with stills. Then 45 minutes left to do the panoramas. Use a monopod which extends up to c. 4meters and record the ambient with Zoom H1 recorder. Shoot with Canon 5Dmk3 and a remote cable release. All the time I am worried about three things: security might just kick me out (I see couple of agents and just smile and wink at them… :-) ). Then there is a problem that people might move into adjacent shots (I’m using four images — no nadir) and that I get stiching errors. But it turns out I do ok. Not great, but ok.

I take a look at my watch when I finish: it’s 10.08.

By 10.15 the cameras have to be out of the event.

Post Process

I get back home where I’ve set up two computers. I put the first one to ingest and convert video into a optimized and proxy format, then use the other one to attack the panos. I manage to do decent stiching (PanoGUI), put the basic package together with FPP/FFC and do the stills with Lightroom. Finish around four in the morning, sleep for two hours and continue.

Do the video real quick with FCX. No real editing, just cutting the clip, adding a logo and doing dual audio to get decent sound.

As I’ve done the layout beforehand, it is just question of replacing texts and pictures. We open chat in FB (is this the modern media workflow? :-)) and I have my journa­lists doing the captions and I fill them to the images. My collegue and friend Arttu from DocImages is doing proofreading in Tampere and correcting my typos.

We publish the thing around noon… and get a message from my journalist: Internet Explorer does not display correctly. And my brain is tired… I have no IE, no windows machine to test this with. Sure, I could do it virtually, but do not have IE installed (my mistake, I know.… ) Juha-Pekka from DocImages joins the conver­sation and digs out his old, old PC — Arttu switches computers (mac into PC) in the university his at… and we start debugging. I know the mistake has to be simple, but I am just dead, dead tired.

I find it, a simple orphaned tag in the frame code — something what a more experienced coder would see in seconds — but takes me like ten loooo-ong minutes.

The thing is out and running around one o’clock pm.


I’ve set the code to autodetect iPad and iPhone: as the panos are in flash, for the apple devices they have to be done with strict HTML5 and Java. But I run into unforeseen difficulties and I have to just give it up. Basically HTML5/CSS3 panos do not behave as I had antici­pated and I just do not have time to redo the design.

I do a very simple iPad-friendly version making a disclaimer there saying “you really should see this with a computer”.

Why don’t I push it further? Well, after working for like 24 hours with two hours of sleep and leaving the next day to New York (where I really need my brain in 100% top condition) I just have to be reaso­nable and set priorities. Next time.


I enjoyed doing this. Certain things I’d do diffe­rently (such as sound and choice of video cam) — I’d also buid a full working html5 panorama template for the iDevices in advance. What happened now was that software was updated after my last encounter with it and presented me with a problem I could not solve in this time frame.

Teamwork was awesome. I was in Porvoo, two journalist (Eija and Outi) in Helsinki (working for my client EEVA), Arttu in Tampere and JP in Vantaa. All of us connected in a chat doing common project. I mean, how cool is that?

A friend of mine said that this is the kind of multi­media he sees the future might consist of. I agree. Not like this, but something to this direction — and I really have to give credit to EEVA-Magazine for having the courage to try this out. Trusting me and trusting us.

It could be taken further — it should be taken further. I know it’s not great and it is far from perfect — doing everything by oneself in that timeframe does pose a challenge.

But it works — and it is different than what 99% of our legacy media was doing.

8 Replies to “Multimedia: The Independence Reception 2012”

  1. Works quite well in my opinion. Great to see the magazine had the “balls” to do something different and a more modern approach than what the Iltalehti/Iltasanomat /MTV3 were doing.

  2. I’ve got to hand it to you. I just checked the Multi­media — you did an amazing job. Your description of the set up baffled me completely, but the results are brilliant.

  3. Thanks guys -

    I think the key factor cannot be empha­sized enough: that the mag had the courage — or cojones, as Jere put it — to commission something like this. Or maybe more: having faith that I could pull something out of this. Pretty cool, seriously.

    1. Jan -

      just finished a very intensive workshop in New York… and my thoughts are not neces­sarily very clear yet, but I will be talking about this a lot.

      Multi­media” is a shitty term — way too broad. What I did in this one was basically show that this (stupid) story we do every year can be done diffe­rently than 20 pages of pictures on on printed page with same captions from publication to publication. Which is what 99% of the legacy media was doing.

      You seem to define multi­media (and I also did in this particular piece) as “a fancy publishing solution of stuff”… yes, in a way it is.… and you ask for an easy and automated solution for doing it.
      Well, as me doing it alone proves that simple tools exists… but I’d treat this one as an exercise — exercise of learning the optimal workflows and stuff so one could apply them in the future. You can test things like this in your living room — but really to know how it should/could be done has to be done in real situation.

      As to “real” multi­media — again, while waiting for a better term: see MediaStorm or Bombay Flying Club… It’s not (so much) about publishing platform as it is about quality and the depth of story­telling. Utilizing all the verticals to their full potential to deliver a story of impor­tance. Doing colla­bo­rative work with the best talent. Unders­tanding the process.

      Photo­graphers way too often just love their images soooo much and to them idea of “Multi­media” is to put them into a fancy frame and ad some sound. Whereas you should forget yourself as photo­grapher and see yourself as story­teller — a visual story­teller. Have an impact with a visual story which matters to you. Which has some common/universal value.

      (more to come when I get my head a bit more organized… :-) )

      1. I tried to make this one a bit shorter: 

        Yes, I agree. (100%) :D

        Especially the story telling part is of most impor­tance and forgotten by too many too often, though I think that shallow but beautiful images have their place too, if for no other reason, then at least to further emphasise the depth of the other photographs.
        Though I believe even those shallow photos could possibly tell a story(just in a less obvious way).
        (My thoughts flowed from beautiful models to landscape photos now, and how they could be used to illustrate a “Do you like this? Yes? Well, then quit throwing your refri­ge­rators in the nature!”-theme)

        Anyway. I’m greatly looking forward to your insights of your trip.
        As I said earlier: Start typing! ;D

        (ps. I’m also relieved to see that I’m not the only one who thinks this annual show is stupid. ;) )

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