Shooting Man Utd for Pointy Stick's Epson 3D Promo

Inition's sister company, Pointy Stick has created a stereoscopic 3D promotional film for Epson 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)

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

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.

The 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).

Result
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!