The South African Tourist board approached Inition to help bring an extra dimension to their brand new promotional video to celebrate South Africa.
Solution and Results
The 3 minute piece was converted from 2D to a full 3D video which was shown in a specially commissioned geodesic dome in London's Broadgate circus and Manchester's great Northern Railway, to pre invited guests and to passing memebers of the public.
To produce an immersive experience for the Henley River and Rowing museum that would allow visitors to experience a race in the Henley Regatta from the Cox's point of view.
Solution and Results
Inition created a bespoke immersive 360 degree experience using a head-mounted display. Two races were shot at the Henley Royal Regatta and Women's Regatta. In order to capture the all the action, the races were shot using a custom designed 360 filming rig, mounted in the stern of the boat where the Cox would normally sit.
Museum visitors wearing the installed head-mounted display which, thanks to a precision intertial tracking, allowed them to look around through a full 360 degrees of the action. A stereo sound track was also created with audio recorded from the races.
Post-production took place at Inition's and involved a conversion of captured 'donut' high definition video into 360° panoramic format. Inition also developed the software to view the 360° video inside a head-mounted display and interface to the tracking system.
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.
World-renowned filmmakers Deeble & Stone partnered with Inition to co-produce a 3D wildlife pilot in Africa called Distant Thunder 3D.
The shoot took place in Kenya and was produced in association with equipment manufacturer P+S TECHNIK. During the production process the team identified and perfected the 3D rigs necessary to shoot wildlife in the field of Africa. Being an environment of widely varying scales, Inition used equally a large variety of interaxial lens distances to capture the extremities of the landscape, from extreme close ups of chameleons eating lunch to the final dramatic time-lapse sequence of the Kenyan night sky where two still cameras were positioned 30 metres apart.
Over the space of a month Inition used a variety of 3D rigs - both commercial models and custom built. These included mirror rigs, 3D time-lapse set ups, side-by-side configurations and gyro stabilized, using SI-2K Minicams and shooting uncompressed RAW, recording to solid state drives so full creativity could be achieved in the post production process.
Every evening, the team reviewed the daily rushes on a large 3D screen to develop what was working and what was not. Over a two week period and in challenging stormy condiitons, we obtained enough spectacular footage to edit together a stunning 10 minute pilot.
The promo premiered at the Dimension 3 S3D expo in Paris in 2010 and was later shown to audiences at the Berlin Film Festival 2010 and the Cannes Film Festival where it received a highly postive response.
Victoria Stone, producer and director of the pilot, in an interview with creativeplanetnetwork.com said, "Digital 3D is so immersive and experiential that it is perfectly suited to natural history storytelling. We were delighted that it was possible to achieve so much in such a short time. It was an extraordinary and very successful collaboration."
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.
To work wtih DCM to help create Wrigley's first ever 3D ad.
View the advert in 2D here:
- The high profile ad spot screened prior to Tim Burton's 3D ‘Alice in Wonderland’ in over 200 3D cinema screens nationwide.
- Using Wrigleys recent ‘How it feels to chew Five Gum’ ad, Inition converted the footage in just under 2 weeks with a total of 28 shots.