d3 Technologies Dreams Big…

Artisan, part of UVA, used d3 to map, simulate and output content onto sculptural LED tunnels for USA telecom company Sprint’s new cinema announcement. It’s a great peek into what it takes to shoot a quality product. David Bajt and Luke Malcolm give some insight into the process….and I guess since I’m a Sprint user- at least I know my money is going towards something a little more than person’s pocket. Plus- who doesn’t love the sight of a crazy-huge jib poking a room chock full of technology with a pricey camera on the end? Keep an eye out for the super-fine Barco NX series LED panels……Check out the “making of” video and their press release:

May 29, 2012 – If your phone could truly “sleep,” what would it dream? A new interactive on-screen cinema experience created by Sprint in partnership with “Team Sprint” encourages moviegoers to turn off their mobile device in exchange for a custom mobile phone “dream”. More than 1,000 NCM Movie Theaters will show the experience on nearly 18,000 screens as part of Sprint’s courtesy-message sponsorship that asks moviegoers to turn off their phones prior to the start of a movie. Artisan, the new sister division of UK based design company United Visual Artists, was taken on board for the direction and production of this filmed announcement. Artisan used d3 to map all the video content onto two physical LED tunnels through
which the film camera moved.

With d3′s new Perspective Mapping feature in combination with tracking the camera, d3 virtually projected and re-mapped content from the point-of-view of the moving camera, in real-time. This allowed the content to appear as ‘hovering in 3D’ while being mapped onto the LED strips. With a completely accurate real-time 3D preview inside d3 and the ability to pre-simulate all camera moves, the creative team could pre-sequence and map all
content before going on-site. Using this unique approach, the client could sign off the content before seeing it on the physical video technology, and

expensive and time-consuming content rendering on-site could be avoided. At the outset of the user’s movie theater experience, Sprint’s 40-second Public Service Announcement (PSA) gives people the chance to receive a personalized “Dream” on their mobile phone via text and the use of social media.
“Our mission was to create something that would take full advantage of the power and scale of a cinematic experience,” said Michael Boychuk, SVP, Executive Creative Director, Leo Burnett. “We challenged ourselves to shoot Dream without any computer-generated graphics and instead used a full-size art installation.” Sprint’s cinema experience, Dream, will be available in NCM Movie Theaters until the end of 2012.

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