Inition were approached by RPM to bring a poster for Smirnoff's new Frozen Mojito drink to life.
The brief called for a 3D animation to be created using the exisiting poster as a template to showcase the ingredients for the new drink.
Solution and Results
The poster lent itself well to being able to travel through the visual, passing through the different layers and showcasing the various ingredients.
The final delivery needed to be an anaglyph video to be shown up and down the country at various launch events for the product.
Watch some of our test renders for the project here:
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 approached by GPJ to create an engaging Augmented Reality piece of animation that supports the launch of the new Oral-B tooth paste.
Solution and Results
To back up the launch campaign and the Augmented Reality piece, Inition developed and created an interactive touchscreen poster, allowing the user to navigate through the benefits of the new product and watch videos highlighting the 8 benefits that the new paste provides.
The AR was shown at an industry launch of the new Oral-B Pro-Expert toothpaste, showcasing the revolutionary technology involved in creating the new product.
The AR piece was used to reinforce the key messages about the product from the presentations and videos shown at the launch, as well as allowing the user to get a quick and easy understanding of the key ingredients of the paste and what areas it tackles.
To work with Drum PHD and Fallon, to help create Cadbury’s first ever 3D ad. The high profile ad spot screened prior to James Cameron’s 3D epic ‘Avatar’ in over 200 3D cinema screens nationwide.
Wach the 2D version here:
Using Cadbury Dairy Milk’s recent ‘Zingalo’ ad, which celebrates the chocolate brand’s fair trade credentials, Inition converted the footage into a fabulous 3D Stereoscopic version.
The process of converting the existing 2D film into 3D was turned around in record time. The Zingolo ad lent itself well to 3D conversion because it features a head emerging from a garage and in 3D it appears actually to float right in front of the cinema audience creating a very impressive cinema experience.
Cadbury Dairy Milk’s ‘Zingalo’ advert has won the 3D Cinema Advertising Award at this year’s British Television Advertising Awards. The advert, which celebrates the brand’s fair trade credentials, featured a buoyant head which appeared to actually float in front of the cinema audience creating a very dramatic viewing experience.
The Award recognises the best TV & cinema commercials made by British advertising agencies and production companies. Working with Drum PHD and Fallon, Inition converted the footage into a fabulous 3D Stereoscopic version which screened prior to James Cameron’s 3D epic Avatar in over 200 cinemas nationwide.
Following the success and popularity of 3D (deployed by Inition) at MPH 05 and 06, MPH’07 producer Rowland French approached Inition for a new 3D extravaganza: ‘The GATSO Dragon’. MPH (now Top Gear Live) is a unique concept including a live theatrical car show, hosted by Jeremy Clarkson, Richard Hammond and James May.
Inition were briefed to produce a spectacular in-your-face 3D short film to be choreographed with on-stage action of The Stig (the mystery test driver) doing battle with the 3D Dragon.
Concept- "The year is 2050, and the Government has gone mad. A small resistance of petrol heads do their best to fight Baby Blair’s army wherever they can. Leader of the resistance is The Stig; top of the Government's Most Wanted, he roams like a road warrior battling traffic wardens and mobile speed cameras where he can. In response to his success, the Government has designed a new type of mobile speed camera – something more frightening and devious than anything seen before: GATSO Dragon".
Inition’s concept artists got to work for various treatments of the GATSO Dragon developing ideas and direction:
The Show- Inition provided a 3DVidBoxHD playback server, high-transmission polarising filters, a 40-feet-wide silver screen and over 100,000 pairs of 3D glasses for the show. Inition technicians supervised the 3D installation at the show and operated the playback for all 20 shows (to date).
The 3D sequence ran flawlessly in every show.
We asked the client for some feedback on the MPH project and a quote for the story….
"Inition are fucking brilliant; if you want the best 3D in the UK, you'd be mad to use anyone else", said Rowland French, Producer of MPH 07.
Rowland went on to say: "Often the greatest working disappointments as a producer are when the reality of something bears little or no relation to what you had in your head. It's easy to design giant fighting koala bears in your mind, but who is going to make them?
"The same sense of foreboding haunted me when I came up with the idea of making a giant 3D dragon to fight The Stig, live in the MPH arena. Not complex enough already, the dragon had to be from the future, with armaments to deploy in the scrap, armour to be blown off - and most importantly had to have enough character in its face and movement to almost be a 'fourth presenter'.
"Inition were as excited as me about the idea, and organised plenty of artist meetings where we could discuss the dragons look. Once they had my barmy outline, they then started supplying their own drawings, and slowly the dragon in my head came to life on paper. Their seemingly limitless patience was never tested by my constant 'eyes need to be further apart' and 'the wings should beat slower' redesigns.
"When I finally sat down in their subterranean lair in East London, and watched the exact dragon from the middle of my head bob and flap in 3D in front of me, I was speechless. The dragon was all I could have hoped for, its movements were totally animalistic, its look perfectly well-worn futuristic. Jump to the first performance in Earls Court and The Stig tears around evading rockets and razor edged parking tickets, the audience ducking the stereo moments and jumping as the rockets cue with huge pyrotechnics on the floor. Inition had graced me with a beautiful baby dragon, and I was as proud a father as you could imagine."
LG approached us to produce a 3D promo to showcase their new 3D smartphone’s multimedia capabilities in a way that would grab attention via LG branded in-store point-of-sale 3D displays.
Inition developed a treatment based around a 24" glasses-free 3D display and the concepts of shooting, sharing and gaming in 3D. The treatment involved parkour and acrobatic skills to demonstrate the filming capabilities of the screen in an eye-catching way. 3D graphics were developed for pop-out moments detailing the unique specifications of the phone. The production was completed entirely in-house thanks to our specialist 3D filming and post production teams. Inition also supplied 200 top-spec glasses free 'Alioscopy' displays for installation in mobile retailer outlets across Europe.
Production challanges- Inition’s production team shot the three-minute sequence with our stereoscopic Red-based 3D camera system. The Red cameras recorded the stunts at 100 frames per second, allowing the post production team to include slow motion sequences and time-manipulated Matrix-style moves.
Traditional stereoscopic films require left and a right viewpoints but as this film was to be displayed on glasses free lenticular screens, 8 unique viewpoints were required due to the way these displays work.
Watch this video about the production processs:
Filming with 8 individual cameras wasn't practical (!) so Inition’s developed a novel workflow using a combination of high-end post production tools such as Nuke, Ocula, SpeedGrade and 3D Studio Max. The end result was a film that featured 8 virtual viewpoints as if it were shot with 8 unique cameras. Inition were delighted to work on the project which drew on our full range of 3D expertise from technical consultancy and hardware supply, to live-action stereoscopic production, CGI and post.
After highly successful MagicSymbol augmented reality campaigns for BMW, Toyota and Kia, Inition were approached to deliver a new augmented reality campaign to launch the Audi A1 in showrooms across the UK.
Visitors were able to interact with a photorealistic model of Audi’s new hatchback before its official launch. By holding up a special Audi branded ‘MagicSymbol’ printed in brochures in front of kiosks, software would recognise the symbol and augment a fully detailed 360 degree model of the A1 as if it were parked on the brochure held by the viewer.
Inition’s skilled animators created the detailed image and animations of the car in 3D Studio Max using references from Audi’s original CAD data which were optimised for real time rendering.
Using proprietary algorithms, Inition created a fully realistic experience with no lag between the movement of the MagicSymbol and animation of the car.
Extending the experience to the home -Inition also extended the experience to the home. Users with a webcam could download an Audi logo that had been specially encoded for use with the MagicSymbol augmented reality technology. By printing it off and holding it towards their webcam, users would see the Audi A1 appear on their monitor and be able to interact with the car's features as if they were in the showroom.
By rotating the MagicSymbol, the car would rotate too and users could explore the car further by clicking on any of the on-screen icons such as “add panoramic roof” and “open the boot”.
Audi were so pleased with the results that they commissioned Inition to create a similar campaign for the Audi A7 Sportback where Inition added even further interactive features such as the ability for the user to change the paint colour and take the car for a ‘virtual test drive' using the arrow keys on their keyboard.