3D industry leaders Inition have created the UK's first mobile, 3D cinematic campaign for the RSPB.
This groundbreaking project will tour the country for the next three years, allowing viewers to experience life through the senses of a bird of prey, surfing air currents and slicing through thermals with added stereoscopic thrust.Decades on from bad 3D red and blue Jaws movie effects and jolty simulators, Inition's cutting-edge CGI film lets you weave through trees, pounce and hunt while surround sound immerses the audience in the squeal and screech of the kill. Up to eight viewers at a time can watch the 3D experience in a bespoke mobile trailer designed and manufactured by Masters Exhibition and Shows. The cinema features Inition's Duality projection system and 3DVidBox stereoscopic playback system.
Concept
The project was conceived and managed by RSPB Cymru, with European funding, to portray 'an environmental message in a revolutionary new medium.' The filmic response is a high-res, 3D graphic movie that outstrips 'ride' videos and rivals IMAX in terms of clarity - making education an ear-splitting, eye-popping experience. The mobile, 3D cinema is the first time such a high profile charity has enlisted cutting-edge, VR technology for a campaign and, many believe, marks a landmark in advertising and emotive campaigning.
The mobile 3D cinema launches, in Wales, on April 7, 2004 and will tour the country for three years as part of RSPB Cymru's campaign.
Graphics for the project were created by Inition using 3DS Max and scored to an original post-electro-clash pop song. Inition's Duality system comprises of two XGA LCD projectors, three-meter wide screen with surround sound. High Definition (HD) playback uses the 3Dvidbox for full colour, passive polarising, stereo for maximum impact. The mobile 3D unit was designed and manufactured by Masters Exhibitions and Shows.
Inition are providers of breakthrough technologies and innovative graphic solutions with over ten years experience in Virtual Reality and Stereoscopic 3D. Our programmers and artists can offer expertise in Stereoscopic video production (both live and computer generated), interactive real-time 3D and a wide range of cutting-edge display technologies. Our clients include the RSPB, P&G, Barclays and The London Metropolitan Police among others.
RSPB Cymru is part of the RSPB (The Royal Society for the Protection of Birds), the UK-wide charity working to secure a healthy environment for birds and wildlife, helping to create a better world for us all. The Mobile Cinema campaign is part of the 'Aren't Welsh Birds Brilliant!' scheme, which is co-ordinated by RSPB Cymru in partnership with Forestry Commission Wales, the Countryside Council for Wales and Enfys (part of the Green Spaces and Sustainable Communities programme of the New Opportunities Fund administered in Wales by the Wales Council for Voluntary Action). 'Aren't Welsh Birds Brilliant!' is part-funded by the European Union's Objective One programme through the European Agricultural Guidance and Guarantee Fund (EAGGF).
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360 Degree Immersive Installation: Henley Regatta Experience
The Brief
To produce an immersive experience for the Henley River and Rowing museum that would allow visitors to experience a race in the Henley Regatta from the Cox's point of view.
Solution
Inition created a bespoke immersive 360 degree experience using a head-mounted display. Two races were shot at the Henley Royal Regatta and Women's Regatta. In order to capture the all the action, the races were shot using a custom designed 360 filming rig, mounted in the stern of the boat where the Cox would normally sit.
Museum visitors wearing the installed head-mounted display which, thanks to a precision intertial tracking, allowed them to look around through a full 360 degrees of the action. A stereo sound track was also created with audio recorded from the races.
Post-production took place at Inition's and involved a conversion of captured 'donut' high definition video into 360° panoramic format. Inition also developed the software to view the 360° video inside a head-mounted display and interface to the tracking system.
3D Filming: Tony Hawk on Tour
Working with extreme sports production specialist Boomerang Productions, Inition 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.
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.
Capturing the Action from all Angles
Inition’s crew established three camera positions during the Berlin shoot.
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.
Real Time Stereoscopic Monitoring
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.
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,
3D Shoot: LG 'Rare Butterflies' Commercial
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!
BMW Augmented Reality Campaign
BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition worked with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’.
Powered by Inition’s augmented reality technology MagicSymbol, users create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload images and videos of their creations to YouTube and Facebook.
Inition's / Dare's BMW AR campaign was rated number 1 in a run-down of the best AR campaigns in Brand Republic. See the run-down for yourself here (we also got the number 6 slot for our Toyota IQ campaign).
Read Revolution magazine's feature "Behind the scenes: BMW's augmented reality campaign" here.
Test drive your own Z4 here.
Smirnoff Poster brought to life in 3D
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. 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.