3D production and technology specialist Inition is rolling out Europe’s largest bespoke in-store glasses free 3D campaign this month to promote the launch of LG’s Optimus 3D - the World’s first tri-dual architecture smartphone with full 3D.
The campaign went live in 20 Carphone Warehouse hero stores and 4 Best Buy stores in the UK this week on Alioscopy displays supplied by digital2go. A 2D version is showing at an additional 330 stores and Inition supplied two hundred 24” glasses-free 3D screens to be installed in mobile phone retail outlets in selected European countries this month.
The in-store screens showcase the 3D functionality of the LG Optimus 3D, which lets you record 3D videos and take 3D photos, before watching them back on the phone without the need for 3D glasses. The video shows the LG Optimus 3D used to record stunts performed by freerunners; the stunts are then shared online on a dedicated 3D channel directly from the phone and via an HDMI connection to one of LG’s 3D TV’s.
Craig MacLennan, Channel Marketing Manager at LG Electronics Europe commented: “This innovative campaign is the perfect way to demonstrate the glasses free experience of the LG Optimus 3D. It reaches consumers at the critical point of purchase and provides engaging, informative, stunning 3D content.”
The live action autostereoscopic footage was shot from 8 separate camera perspectives with 6 extra virtual perspectives created during post production. 3D CGI graphic elements were composited with the live action sequences. Inition also supplied the 200 autostereoscopic screens from Alioscopy, the highest quality glasses-free digital signage screens on the market.
Stuart Cupit, Managing Director of Inition said: “This cutting edge in-store campaign showcases the Smartphone’s 3D feature set using the breathtaking visual experience of modern glasses-free screen technology. We were delighted to work on the project which drew on Inition’s full range of 3D expertise from technical consultancy and hardware supply, to live action stereoscopic production, CGI and post.”
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Inition’s 3D Dragon versus The Stig at Top Gear Live
The Brief
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.
Solution
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).
Results
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 3D: Europe's Largest 3D Glasses-Free In-Store Promo
The Brief
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.
Solution
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:
Results
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.
Smirnoff Poster brought to life in 3D
The Brief
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: