Molly Duggan Helps Panavision Launch Its Most Important Product in a Decade

Panavision partnered with the creative technology agency, Molly Duggan Associates to help launch their most important product in a decade. The launch of the DXL 8K Digital Camera website represented a transformation in the brand as well as a transformation in the tools available to cinematographers.

16 Stops. 35 Megapixels.1600 Native ISO. The camera was a game-changer requiring a rich product site detailing the entire ecosystem of products and accessories as well as the features of the camera. The Millennium DXL2 ecosystem offered full end-to-end solutions from 8K capture and large-format optics to streamlined 8K and proxy workflows.

The DXL website is designed to highlight features essential to creative processes such as camera, optics, color, and workflow. The site presents cinematographers with an entire ecosystem of tools to bring their creative vision to life.

Legendary cinematographers anticipating the launch were featured on the website providing testimonials and product demos. As the first camera with built-in electronic and interchangeable Flexible Modules that allowed cinematographers to customize the body shape, design, and function, the product came with great anticipation.

Panavision had always been renowned for its full line of top-quality optics, and with the biggest selection of large format lenses and anamorphic glass, cinematographers had never had more robust choices to create their own signature look, designed for optimal performance with the 8K DXL2 sensor.

Panavision followed up the initial collaboration by reaching out to Molly Duggan Associates for the creation of a product commercial to introduce the new Millennium DXL 8K camera at the renowned Camerimage International Film Festival of Cinematography in Bydgoszcz, Poland. The advertisement ran before a special screening of the iconic tale of mystery set aboard a legendary train, “Murder on the Orient Express” on opening night, and it resulted in a successful product launch across all brand touchpoints. 

The DXL2 benefited truly from Panavision’s unique and storied partnership with cinematographers, whose real-world experience and input are manifested in the DXL2’s many significant advances.

DXL 8K Camera Commercial

Set design, sourcing, and talent scouting are all in day’s work when producing short films and commercials for Panavision. As part of a year-long campaign unveiling the groundbreaking Millennium DXL 8K Camera, Panavision reached out to Molly Duggan to create a product commercial to introduce the new Millennium DXL 8K camera at Camerimage International Film Festival of Cinematography in Bydgoszcz, Poland. The advertisement ran before the screening of the iconic tale of mystery aboard the legendary train, Murder on the Orient Express on the opening night of Camerimage. 

The collaboration with Panavision and Molly Duggan Associates resulted in a successful product launch across all brand touchpoints. Learn more about our work in brand positioning, design, and development of the Millennium DXL 8K Camera website. 

The large-format camera is the heart of a complete imaging ecosystem designed from filmmakers’ perspectives, seamlessly incorporating Panavision’s unmatched optics and camera architecture, the RED MONSTRO 8K VV sensor, and Light Iron color2 science (LiColor2). — panavision.com

The DXL2 benefits from Panavision’s unique and storied partnership with cinematographers, whose real-world experience and input are manifested in the DXL2’s many significant advances.

The DXL2 embodies unique advantages of 8K capture, high-resolution creative control, and how ultra-high resolution is one of the best-kept secrets for producing even better imagery. — panavision.com

The commercial features footage shot on the DXL2 8K camera by Cinematographer Cameron Duncan.

Behind the Scenes Filming the Commercial

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Panavision Imagine The Possibilities Brochure

Panavision Commercial

Panavision DXL Promotional Merchandise

Client Summary

Panavision Inc. is a leading designer and manufacturer of high-precision camera systems, including both film and digital cameras, and lenses and accessories for the motion picture and television industries. Renowned for its worldwide service and support, Panavision systems are rented through its domestic and internationally owned and operated facilities and distributor network.