As part of LG’s multi million pound 3DTV advertising campaign, Inition worked with Framestore to shoot a 3D cinema advert which aims to show film-lovers how the 3D experience can be recreated in their living rooms. The campaign for media agency Mindshare was directed by The IT Crowd star Richard Ayoade. It features comedy duo Tim Key and his sidekick Lloyd Woolf who take viewers on a brief history of 3D through to the latest developments and what the future holds.
Framestore required a versatile, mobile and high-quality stereoscopic 3D filming solution and the expertise to operate it on crane for their one-shot-wonder treatment.
Inition specified the SI-2K mini system which offers a great compromise between size and quality. Combined with our matched UltraPrime lenses this offered a cost-effective and highly maneuverable solution on this technically demanding shoot. 3 Inition crew were on hand to build and run the rig (3D rig tech and assistant and stereographer).
The advert is a tongue-in-cheek take on current formulaic 3D showreels and starts with Woolf dressed up as Godzilla destroying a cardboard city below him. The sequence then pans through other popular 3D viewing genres such as football and nature, before ending in a stage set front room with Key and Woolf on the sofa and the strap line "Bringing the magic of 3D home with LG".
Inition's Andy Millns was the stereographer on-set. Post-production at Framestore included adding VFX to the live action sequence which was on-lined by respected VFX artist and post-production consultant David Cox.
"I was very happy with the material from the shoot, the optical line up between the cameras was very good and the colour matching was as close as I've seen." David Cox, VFX/Mistika consultant.
The cinema advert marks LG's first foray onto the silver screen and will be shown alongside screenings of 3D movies Tron: Legacy and the new Chronicles of Narnia film, starting on December 10th.
**UPDATE** LG were so happy with FrameStore's ad that they commissioned a second-part. Framestore came back to Inition who provided the same team and kit for the second shoot which went as flawlessy as the first.
You can watch the advert here (in 2D only) or pay us a visit to see in 3D!
Inition were asked to help Irish production company vStream create the world’s first personalised stereoscopic 3D experience – the AVIVA Stadium 3D Experience.
The concept of the project was to make the viewer feel that he or she was a team player in the Irish football or rugby team, creating a sense of anticipation and the rush of preparing to play to a crowd of over 50,000 people.
To create the illusion of ‘being there’, Inition chose to use 2 X Iconix minicams on a bolt rig attached to a steadicam. The signals from these were fed through to a StereoBrain processor so the footage could be monitored on a 2D 7” HD-SDI monitor and media was recorded to two Nano Drives.
The entire sequence was to be filmed from a ‘point of view’ perspective so Inition matched the separation of the two Iconix cameras with the natural distance between the human eyes. A Steadicam operator created a smooth flowing sequence, replicating the real motion of someone walking.
To further cement the sense of immersion, visitors had their photograph’s taken via a webcam as they entered the 3D Experience temporary building. Their face was then incorporated into the video and teammates and crowds would even refer to the viewer by name.
Inition also provided the 14 x 24” Hyundai P240W 3D LCD screens with 3D passive glasses which were installed into individual viewing booths.
The Aviva Stadium 3D experience later went on tour. With it being the first of its kind in the world, it attracted massive television media attention.
Extreme sports production specialist Boomerang Productions, asked Inition to supplied stereoscopic equipment, crew, consultancy and 3D post services for a half hour 3D programme following Tony Hawk on his European tour in Berlin and Brighton.
Due to a combination of low weight, compact size and high quality image output, Inition chose to shoot everything with Toshiba IK-HD1(1920x1080i) minicams to capture the essence and drama of the competitor's daring skate tricks.
Inition’s crew established three camera positions during the Berlin shoot in order to captuire the action from all angles.
A Fig Rig gave the cameraman incredible flexibility to capture fast motion shots. A Polecam lightweight jib was positioned at the top of a ramp side which captured stunning sweeping overhead shots including those classic 3D shots when the skater appears to be jumping out the screen. The third stereoscopic rig was mounted on a regular tripod which was used to capture ground level footage and close ups.
To monitor the action, each rig was connected to a StereoBrain Processor. Battery powered and highly lightweight, the StereoBrain processor can process a left and right signal and output a variety of 3D modes which can be viewed on a 2D or 3D monitor. During the Tony Hawk shoot, Inition’s crew used StereoBrain processors to output an anaglyph feed to 7” HD-SDI monitors. Media was recorded to Nanoflash solid state recorders.
Using the three camera set up, Inition was able to deliver motion rich, immersive 3D footage for Boomerang Productions. Boomerang Productions delivered a 2D edit to Inition where it was geometrically corrected and mastered into 3D for 3D Blu-ray authoring.
The 3D footage was used to create a half hour TV programme which aired on French TV channel Canal+ in October.
Leading extreme sports television producer Boomerang Film approached Inition to produce a high octane 3D promotional video to support Nissan’s sponsorship of the 2011 FreeRide World Tour after a successful collaboration shooting Tony Hawk on his European skateboard tour in Berlin and Brighton for Canal +
Inition provided stereoscopic consultancy, two portable 3D camera systems, a stereographer and camera assistant for two shooting days as well as 3D post production services including 3D fixing, depth grading and mastering.
Inition were commissioned with the ambitious task of delivering a 3D online post, short promo film and 30 second trailer on a Blu-ray disc within 48 hours of the final shoot. Inition’s team edited approximately 4 – 5 hours of footage into a 2.5 minute compelling promo film in time for the opening of the Nissan FreeRide World Tour.
The offline edit was undertaken by the client in Avid and the final post stages were completed at Inition. We were provided with a graded DPX sequence (Digital Picture Exchange) for the left and right channels which were ingested into our Speedgrade XR suite, where 3D geometry correction and a depth grade were performed. The final piece was then mastered in the side-by-side format for Blu-ray.
The Right Tool for the Job- The client required a stereoscopic video capture system which was as lightweight as possible, able to take POV shots and portable enough to be taken to challenging locations such as mountain faces. Always keen to embrace a challenge, Inition developed a custom built helmet with a mounted 3D rig based around two Toshiba Minicams recording to Nano Flash recorders on Compact Flash cards.
Small enough to achieve an interaxial separation of just 4mm, the custom built rig was highly versatile and could be controlled and genlocked with a camera control unit up to 30 metres away. The recorders were synced (in terms of being triggered for recording) via a breakout cable joined to a single trigger.
Alignment of the cameras was performed before mounting to the helmet with wedges to fix roll and vertical offset. Being a fixed interaxial, calculations were made to allow for the best 3D in the given environment with locked off cameras. The professional athletes were prepped before shooting, so that they were aware of the 3D limits i.e. how close to get to objects.
With its production partner Boomerang Films, Inition delivered an attention holding 3D promotional film to Nissan on schedule, which was taken on tour around major European ski destinations in a Nissan branded truck complete with 4D alpine mountain breeze effects.
The live 3D transmission of a performance by Keane at Abbey Road Studios to a domestic 3D television marked a major milestone in the history of 3D broadcasting and pioneered many of the 3D transmission techniques to follow.
Inition conceived the idea in 2008 and was the primary technical partner behind the project which was backed by BSkyB, Island Records and Nineteen Fifteen Productions.
Keane 3D was broadcast simultaneously to three very different mediums – The Vue’s flagship Leicester Square RealD cinema; a dedicated website where Keane fans could watch the performance in anaglyph (red/cyan) mode and over the BSkyB transmission infrastructure becoming the first ever live 3D transmission on their network.
Sky Transmission- The Keane broadcast was the first ever 3D transmission to be broadcast over the BSkyB transmission infrastructure to a domestic display. The 3D feed was transmitted as a side-by-side frame compatible signal over a high definition satellite transponder using SENSIO encoding which was linked to two Hyundai 46 inch high definition 3D TV screens. A VIP audience in Abbey Road's world-famous Studio 2 were able to watch the full live Sky transmission nearby.
3D Webcast- A separate 3D webcast was streamed over the Internet in anaglyph (red/cyan) mode. This was the world’s first ever live webcast in 3D which Keane fans around the globe could watch in 3D by wearing a pair of anaglyph glasses. The webcast later went on to become nominated for The Innovation Award at the UK Music Video Awards 2009.
Vue Cinema Showing- A live broadcast via a satellite uplink to the 3D-enabled Vue cinema in Leicester Square, using SENSIO's 3D Cinema Encoder.
The Set Up- Inition supplied five 3D rigs for the historic event – three mirror/beamsplitter rigs, and two side-by-side rigs and one MiniCam rig. Each left and right camera recorded the Keane 3D broadcast in full HD for archiving purposes.
On set was a Jib cam, PoleCam, a dolly, a 45 degree angle shot and a wide angle shot. The Inition crew monitored the live and preview feeds via several StereoBrain Processors which can output a left and right signal in a variety of 3D modes.
As access to Abbey Road Studios were very limited, Inition’s production team pre-planned every single shot using stereo pre-viz animations. This allowed the team to determine the best focal lengths, rig positions and stereoscopic effects weeks in advance.
All the planning paid off and each individual transmission was a technical and creative success which was later praised by the national media.
After collaborating with Inition on several test shoots, world famous fashion photographer Rankin chose Inition to supply the stereoscopic crew, expertise and equipment for a new pop music promo from Kelis called ‘Scream’.
It was essential that the 3D aspect did not add time to the one day/2D schedule.
Watch 'Scream' by Kelis below (anaglyph 3D glasses required):
Inition used an Element Technica Quasar rig and SI-2K 3D camera system. Element Technica's motorised alignment, excellent rigidity and precise alignment, meant less correction was required on set and in post production, ideal when time was of the essence as it was with the Kelis 'Scream' production schedule.
Brett Turnbull, DP on the shoot said: "We shot 'Scream' in 2D and 3D simultaneously using the same camera system. The whole set-up was very flexible and mobile, allowing us to experiment and see instant 3D playback on set. With an ambitious storyboard and limited shooting time, it was a real bonus that shooting in 3D actually had very little impact on the day's schedule.”
On the day of shooting, Inition supplemented the regular crew with a stereographer, rig technician and camera assistant, and supervised the post production which was completed at OnSight, ensuring that Rankin’s trademark photographic style was not comprised and actually enhanced by the stereography.
- You Tube Hit- ‘Scream’ 3D by Kelis was launched as an anaglyph 3D video exclusively on video sharing website YouTube, generating over half a million hits and counting. It features an exciting combination of negative and postive parallax shots, perfectly suited for the genre of a music video.
- Inition's crew and equipment ensured the production schedule was adhered too and the director was able to fully concentrate on the creative process.
40 cinemas across the country screened England’s home RBS Six Nations games live in 3-D. Archibald Ingall Stretton commissioned 3D specialists Inition to produce the matches which became the largest ever UK sports event to be broadcast live in 3D.
Using the latest 3D camera technology, the matches were captured from seven camera positions providing a comprehensive view of the game which included replays, match statistics and on-screen graphics. Inition worked with outside broadcast experts SIS Live and used 3D 'Quasar' rigs from Element Technica for the shoot. Broadcast graphics specialists Wurmsers creating bespoke stereoscopic graphics for the game.
The BBC is the UK TV rights holder for the 6 Nations – played between England, Scotland, Wales, Ireland, France and Italy – and assisted Inition in the broadcast. Inition has worked on a number of 3D productions from football and ice hockey to track and music events. Inition were also the 3D experts behind the 3D transmissions of England’s clash with Scotland at Murrayfield, in 2008, as part of a 3D test for the BBC.
Forty Odeon and Cineworld cinemas screened the matches, beginning with England’s official centenary game, against Wales on February 6, as part of a deal with O2, the England sponsor. The match against Ireland on February 27 was also screened live in 3-D.