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Everything in 3D

Bolt’s Record Breaking 3D Sprint

30 Jul 09

Triple Olympic gold medalist Usain Bolt’s record breaking run at Bupa Great CityGames in Manchester has become the latest sporting event to be captured in stereoscopic 3D in which Bolt smashes the 150-metre record. Sky worked with Film Nova a division of the company that organised the event and production specialists Can Communicate. 

Inition assisted Can Communicate during the shoot which consisted of five dual-camera 3D rigs. It was also the first ever shoot to use a dual-camera mounted on a rail cam which travelled at 20+ mpH to capture the action. The footage is being screened at Odeon Cinemas before Ice Age 3.

Related News: 

AR and VR Open Day with InterSense Vcam and IS-1200

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On Thursday 19th November at Inition's NEW showroom, you will have a unique opportunity to get your hands on two of the hottest new VR and AR portable systems: Intersense's Vcam and IS-1200.
Bolt’s Record Breaking 3D Sprint

Ford C-MAX Launch Outdoor Augmented Reality Campaign

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Screenshot of Ford C-MAX Augmented Reality Animation Produced by Inition
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Example of Inition Augmented Reality Innovation
JCDecaux Mall 6 Sheet Screen
Floor Guide Showing People Where to Place Their Feet for Ford C-MAX AR ampaign
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Ford has launched an augmented reality campaign to promote the new 7 seat Grand C-MAX car on JCDecaux mall 6 Sheet screens using Ignition's augmented reality software - The first outdoor augmented reality campaign to use 3D depth imaging technology in the UK.

Inition at the Heart of Digital Shoreditch Festival

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Guests try the gadgets on offer in Inition's London studios
Guests try the gadgets on offer in Inition's London studios
Digital Shoreditch Festival Logo
Inition flyer for Digital Shoreditch Festival
Inition London Demo Studios
Inition London Demo Studios
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Creative 3D technology and production company Inition is giving the public a rare opportunity to play with the latest cutting-edge 3D gadgets and technology in its demo basement.

Inition Brings Mass Interaction to the Gadget Show Live

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Jason Bradbury in LILA Cube
Gadget Show Live
Every camera flash is registered to count as a vote
Three webcams capture every camera flash made by the audience
By swaying their arms, the audience can influence the direction of the drone
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Inition has successfully contributed half of the software and technology to allow the audience of the UK’s biggest consumer electronics show to interact with the Gadget Show presenters on stage.

Inition Launch Specialist 3D Production Company Pointy Stick, in Joint Venture

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3D production services and technology company Inition has joined forces with accomplished director and creative technologist Michael Lindsay to launch Pointy Stick, a new creative-first production company. Pointy Stick is designed to unleash the power of stereoscopic 3D production and help exploit this nascent medium to its full creative potential.

Inition Launch Specialist 3D Production Company Pointy Stick, in Joint Venture

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3D production services and technology company Inition has joined forces with accomplished director and creative technologist Michael Lindsay to launch Pointy Stick, a new creative-first production company. Pointy Stick is designed to unleash the power of stereoscopic 3D production and help exploit this nascent medium to its full creative potential.
Related Case Studies: 

3D Filming: Tony Hawk on Tour

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Tony Hawk on his European Tour
Tony Hawk on his European Tour
Minicams on customised Fig Rig
Inition technician preparing a PoleCam


The Brief
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.

Solution
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.

Results
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.

3D Promo Shoot: Nissan FreeRide Tour

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The FreeRide Tour Championships 2011


The Brief
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 +

Solution
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.

Results
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.

3D Shoot: LG 'Rare Butterflies' Commercial

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Tim Key and his sidekick Lloyd Woolf in LG 'Rare Butterflies' 3D advert
SI-2K/Neutron camera system on set of LG 'Rare Butterflies' 3D advert
Comedian Tim West waits for his take
SI-2K/Neutron camera system on set of LG 'Rare Butterflies' 3D advert
SI-2K/Neutron camera system on set of LG 'Rare Butterflies' 3D advert
SI-2K rig on Techno crane?
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Scorpio Head on a Techno Crane


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.

The Brief
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.

Solution
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).


Results
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!

3D Shoot: Rollercoaster 3D to Promote New Gameshow

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The Brief
Red Bee Media hired Inition to shoot a 3D advert promoting a new theme park based gameshow - 'Scream If You Know The Answer' for UKTV.

The brief was to replicate the adrenaline inducing feeling of riding the white knuckle rides at Thorpe Park and after a tough recce day trying all the coasters at the park, the team chose Colussus, the UK's only quadruple-corkscrew coaster.

Solution
At the front of the ride the Inition team installed two SI-2K Mini Digital Cinema Cameras in a parallel arrangement on a rugged mounting system designed by Extreme Facilities. To adhere to health and safety requirements, Extreme Facilities modified a crash dummy which housed and contained all the recording equipment.

Results
The footage was finished in-house using our 2K Iridas SpeedGrade system which is suitable for large and small screen 3D projects, ideal as this 3D advert was shown in cinemas and on 3D TV sets in over 1,200 Sky 3D pubs.

 

AR for Oral-B Pro Expert Launch

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The Brief
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.