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How Michael Cioni is Building a New Road for Workflows with Strada

How Michael Cioni is Building a New Road for Workflows with Strada

🌐 Poor Things Behind the Scenes, NVIDIA's New AI

January 30, 2024

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Welcome to VP Land 🌐

Have a great interview for you today - I got to chat with Michael Cioni about his new startup Strada. We’ve got a roundup of what we discussed specific to the app and how they’re rethinking media workflows below.

In the second half of the interview, we talked a lot about why Michael decided to build the company in public through a YouTube series, what he’s learned from doing a variety of camera tests with the iPhone 15 Pro, and how his views on AI have changed since our conversation at NAB last year.

Also in this edition, a big roundup of BTS videos and articles (especially for ‘Poor Things’).

Let’s jump into it!

STAGE A

The 4 Ts of Strada

In this episode of VP Land, I have a wide-ranging conversation with Michael Cioni, CEO of Strada.

We talk about the future of media workflows, how AI will help us work faster, and why he decided to build his company in public.

The 4 Ts of Strada

At launch with their private beta on Feb 1, Strada is first tackling what they call the Four Ts, to create a foundation for working with media. Here’s a quick roundup, along with some new information revealed by Michael.

Transfer

This is about getting the media off the media cards and onto storage. Strada is not a storage provider or offering any cloud storage - its goal is to connect to existing storage, starting with Dropbox, Google Drive, Frame.io, and a few more.
A big announcement Michael revealed in our interview was not only will Strada work with cloud storage, but it will also work with connected hard drives, from USB drives to NAS.
Anyone with permission and access to the storage via Strada will be able to download the media directly from the hard drive without having to go through a cloud intermediary.

Transcode

Transcode is a combination of converting or debayering media to other formats that might be needed for editing, and for linking similar assets together.
They call this a Strada Stack - a virtual file that uses timecode and other metadata to sync multiple assets together, from camera and sound to additional angles, behind-the-scenes photos, alternate versions, LUTs, and more.

Transcribe

Transcription is usually thought of for long-form interviews, but Strada wants to normalize transcribing all footage, since it's the easiest way to find moments in takes and search through footage.
It will also tag speakers - and remember their voice. Tag someone once, they'll automatically get tagged in other clips they're in.

Tag / Analyze

This is where AI really comes into play to analyze shots for objects and setting, so footage can just be searched and doesn't need to have a rigid organization system.
Michael put a big emphasis on being able to be stay messy and creative and not have to rigidly tag all your footage to find it. Their goal is AI will do all the searching for you.

For more info on how Strada will work with NLEs, how the AI marketplace will work, and why Michael decided to build the company in public on YouTube, check out the full article and episode.

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SECOND UNIT

Behind the Scenes

A few great BTS videos and articles on ‘Poor Things.’

Noah Kadner’s American Cinematographer article about the use of virtual production is online.

AWN has an in-depth article on the VFX breakdown in the movie.

Variety also has a great video breakdown from DP Robbie Ryan breaking down the ballroom dance scene.

Brian Doman wrote about their ICVFX approach to ‘The Muppets Mayhem’

Total Film has a write-up on the casting and production in ‘Masters of the Air.’ Stay tuned for more coming out of this show - all the cockpit scenes were shot on a volume in what seems like the same stage as Hijack.

Disguise released a BTS video on creating their interactive Princess Cruise virtual competition at SoFi Stadium.

CASTING CALL