The Brief
Inition's sister company Holition partnered with 3D film production experts Pointy Stick to shoot a beautifully art directed promotional film detailing De Beers most dramatic pieces. The 3D film was to be displayed on a lenticular screens in London, New York and Tokyo, which do not require 3D viewing glasses. The first film was to be deployed globally, and a second film commissioned for Christmas 2010.
Solution
Inition provided stereoscopic expertise for the shoot and throughout post-production on what was a technically challenging 3D workflow requiring 8 individual camera views (rather than the standard left/right for 'normal' stereoscopic 3D) to allow deployment on Alioscopy glasses-free screens, supplied and configured by Inition.
Post production for auto-stereoscopic (glasses-free) live action films is a complex business, requiring effectively 8 separate timelines, each from a slightly different perspective. Retouching and rig removal are a particular challenge.
Results
100,000 people stopped and viewed the screen in the first four days of launch. The significant PR exposure that resulted helped lift perceptions of De Beers above those of being a typical jeweller and into the realms of innovative thinkers engaging their consumers with originality and creativity. The film has been previewed in New York and London and China.
"We are delighted with the quality of the production and the ability of the Alioscopy screens to stop people in their tracks. Feedback from Japan has been amazing. The campaign has generated a lot of interest and intrigue into the appearance of the diamonds in 3D and also into the technology that makes it possible." said Robert Cheng, De Beers Marketing Director
Check out Holition's site at www.holition.com and Pointy Stick at www.pointystickfilms.com
Alioscopy Display Range
"This is a great autostereo display for digital signage usage.
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The Brief
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.
Solution
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.
Results
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.