Inition worked with new start up HD-Music.TV and Universal Music to produce a 75 minute 3D music programme featuring the award winning UK rock band Elbow.
‘Elbow Live in 3D,’ recently featured on Sky 3D and showed the band during a rehearsal show at Wakefield Litestructures in preparation for their 2011 tour supporting their latest album ‘Build a Rocket Boys.’ The programme also features interviews with band members and special performances of ‘Lippy Kids’, and ‘Neat Little Rows.’
The joint venture between HD-Music.TV and Universal Music, was sponsored by Panasonic who provided three AG-3DA1 cameras for close up work and six AJ-HPX3100 P2HD broadcast cameras all recording in AVC-Intra 100 to six AG-HPG20 compact, lightweight P2 HD portable recorders with HD SDI inputs. Two AG-HMR10 AVCHD recorders were used to record a pair of Toshiba PoV cameras on a Polecam 3D rig for the point of view shots.
Inition provided a Quasar mirror rig, a Calcutta side-by-side rig, the Polecam rig, two Stereobrain processors, three rig technicians, and a stereographer. The rest of the equipment was sourced from Top-Teks, with only 24 hours notice. The pairs of HPX3100 cameras were used on Quasar and SwissRIG mirror rigs, and a side-by-side rig. Sky came on board as broadcaster, and Air Studios Post Production was used to finalise the output, to complete the programme within two months.
“What is staggering is just how fast all the technology moved on. What took one month, six months ago, was now taking us just three to four days," said Peter Van-Hooke, producer and co-owner of HD-Music.TV."
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'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.
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.
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)
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, firstname.lastname@example.org
The live 3D transmission of a performance by Keane at Abbey Road Studios to a domestic 3D television marked a major milestone in the history of 3D broadcasting and pioneered many of the 3D transmission techniques to follow.
Inition conceived the idea in 2008 and was the primary technical partner behind the project which was backed by BSkyB, Island Records and Nineteen Fifteen Productions.
Keane 3D was broadcast simultaneously to three very different mediums – The Vue’s flagship Leicester Square RealD cinema; a dedicated website where Keane fans could watch the performance in anaglyph (red/cyan) mode and over the BSkyB transmission infrastructure becoming the first ever live 3D transmission on their network.
Sky Transmission- The Keane broadcast was the first ever 3D transmission to be broadcast over the BSkyB transmission infrastructure to a domestic display. The 3D feed was transmitted as a side-by-side frame compatible signal over a high definition satellite transponder using SENSIO encoding which was linked to two Hyundai 46 inch high definition 3D TV screens. A VIP audience in Abbey Road's world-famous Studio 2 were able to watch the full live Sky transmission nearby.
3D Webcast- A separate 3D webcast was streamed over the Internet in anaglyph (red/cyan) mode. This was the world’s first ever live webcast in 3D which Keane fans around the globe could watch in 3D by wearing a pair of anaglyph glasses. The webcast later went on to become nominated for The Innovation Award at the UK Music Video Awards 2009.
Vue Cinema Showing- A live broadcast via a satellite uplink to the 3D-enabled Vue cinema in Leicester Square, using SENSIO's 3D Cinema Encoder.
The Set Up- Inition supplied five 3D rigs for the historic event – three mirror/beamsplitter rigs, and two side-by-side rigs and one MiniCam rig. Each left and right camera recorded the Keane 3D broadcast in full HD for archiving purposes.
On set was a Jib cam, PoleCam, a dolly, a 45 degree angle shot and a wide angle shot. The Inition crew monitored the live and preview feeds via several StereoBrain Processors which can output a left and right signal in a variety of 3D modes.
As access to Abbey Road Studios were very limited, Inition’s production team pre-planned every single shot using stereo pre-viz animations. This allowed the team to determine the best focal lengths, rig positions and stereoscopic effects weeks in advance.
All the planning paid off and each individual transmission was a technical and creative success which was later praised by the national media.
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):
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.
- 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.