The Brief
Inition's sister company, Pointy Stick was comissioned by Epson to create a stereoscopic 3D promotional film featuring some of Manchester United's top stars. The 3 minute piece, conceived and executed entirely in stereoscopic 3D was created to help launch Epson's first range of home 3D projectors and celebrate their partnership with the world-famous club.

Solution
The film, directed by Pointy Stick’s Michael Lindsay and Gaute Hesthagen begins with the players in a black abstract space with intimate super slow-motion sequences portraying the drama at the heart of the battle between player, ball and gravity. The combination of shooting in stereoscopic 3D and at 1000 frames-per-second, both techniques that allow us to see more, reveals the underlying forces, decisions and skills at play in what are normally unseen fleeting moments of the game. The piece transitions into playful behind-the-scenes moments with the players on set, watching themselves and each other in slow-motion 3D, for the first time, using a 3D Epson projector in a living room set, shot in the same studio.

The Challenges- With such rare access to world-class players, the aspirations for the project were high but meticulous planning was required for such a technically demanding shoot given only three hours access to the players. The stereoscopic treatment was developed in detail with a 3D aesthetic to reward the viewer with a rich, intimate experience, rather than just a 3D-effect; by shooting against black, all the available depth is levereged by just player and ball creating heightened volume, texture and definition that brings to life every tensed muscle, ripple in fabric, droplet of sweat, impact of player and ball.

Results
Michele Brown. Head of Advertising Creative at Epson said: "This beautifully shot 3D promo demonstrates the quality of the Epson 3D projector and the power of 3D as a visual medium". Michael Lindsay, Creative Director at Pointy Stick comment: "Our aim was to provide a taste of the athleticism and skills of the modern game of football in a medium that allows us to share their world. The piece was carefully crafted to create a powerful visual experience that fully exploits the mostly-untapped potential of stereoscopic 3D film-making."

The promo (in 2D):

Behind-the-scenes (filmed in 3D but shown here in 2D):

Epson's Range of 3D Projectors
The stereoscopic 3D promo is being shown at events around the world to show off Epson's first consumer 3D projectors. The Pro Cinema 6010 is aimed at high-end home cinema installations whereas the 5010 is aimed at the living room. Both projectors require active glasses and both include an HD wireless transmission unit.

Pointy Stick also delivered a TV commercial and shot a behind-the-scenes documentary footage directed by Chris Holt. Stereoscopic 3D production support and camera equipment was provided by Inition. Pointy Stick completed the edit in-house with final finishing completed at Onsight. 3 different 3D camera systems were used for the shoot including:

- Epic hand-held easy-rig (details)
- Phantom high-speed rig (details)
- Mini-cam documentary rig (details)

Credits

Directors: Michael Lindsay and Gaute Hesthagen
Stereo producer: Andy Millns
Line producer: Mark Parsons
DOP: Brendan McGinty

For more information please contact Alix Wood, Pointy Stick on 07989 068 416, alix@pointystickfilms.com

The Brief
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):

Solution
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.

Results

• 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.