DraftFCB and Digipost create NZ’s first 3D cinema commercial – for the uber-exclusive Mini Soho
Auckland based Digipost has joined forces with DraftFCB to create New Zealand’s first stereoscopic 3D commercial for cinema.Screening nationwide, the cinema-specific ad heralds the launch of theuber-exclusive MINI SOHO, and an innovative retail strategy from theforward-thinking car company. The ad features MINI SOHO 11, one of only15 in the world, only available online and only in New Zealand.
DraftFCB ECD James Mok and CD Tony Clewett oversaw the project. “With2011 approaching, we wanted to launch ’11’ in a futuristic context andand stereo-3D was an ideal medium”, explains Mok. “We have a greatrelationship with Digipost and they were the obvious choice to help uswith that.”
Lead Flame artist James ‘Jimmy’ Corden collaboratedwith DraftFCB writer Jane Jamieson and art director Leisa Wall todevelop the 40-second piece. Corden built the entire ad in Flame,executing a hard-edge graphical style, and leveraging Autodesk’s newstereoscopic 3D toolset to great effect.
The process involvedcreating left and right field HD images within Digipost’s cutting-edgeFlame 2011 environ, rendering these to create the stereoscopic image.The results were tested on the latest high definition 3D television.
SaysMok: “Jimmy brought strong visual ideas to the mix, suggesting thegraphical and monochromatic aesthetic would help create the impact wewanted. Digipost’s technological leadership, and their capabilityacross both pictures and audio was central to creating such a greatoutcome.”
Digipost sound designers Clive Broughton and Adam Ilesproduced the Dolby® 5.1 Surround Sound mix, crafting a fitting’atmospheric’ sound track.
“The combined ingredients ofcollaboration and communication, creativity and cutting-edge technologyhave produced a great outcome for the MINI project”, says Digipost GM,Stephen Douglas.”These are truly exciting times for our industry. 3Dtechnology is just one of the new directions being taken by Digipost.We’re very much looking forward to the future”.
If you want to see the ad in 3D you’ll need to go to the cinema, or you can see a 2D version here.
Formore information about Digipost’s stereoscopic 3D capability, or for a3D viewing, contact Stephen Douglas on +64 9 631 1770, email stephen@digipost.co.nz
14 Comments
Saw this on the big screen – this is the way forward, well done guys!
Two Creative Directors, an Art Director and a Copywriter. And no idea.
Do we care?
A world first maybe.
A NZ first? No. Not at all.
Next.
It’s like hardcore retail, in 3D, in your face. Love it.
Right said Fred… Sorry Paul. Absolutely not an idea in sight!
Paul you are a prick..This is ground-breaking stuff!
2.12 Get yer facts straight! So what was the NZ first? Next
Remember when FCB just did 3D billboards for everything?
No, no, this is groundbreaking stuff. Keep it up.
5-20 Numbnuts that was a really dumb comment, what do you know about 3D?
who said this is the way forward, ?
you die
Let’s all spam the world with press releases. Sigh.
what a shame that design and taste take a backseat to technology…
LOL a big pat on your back from yourselves guys. Nice use of technology, but let’s be honest an idea would have made it a whole lot better. Borrowed interest and jumping on band wagons does not constitute being innovative.
This is the best creative self promotion since the Speights Traverse commercial hahahahaha
It’s all very Avatar. ZOMG!!!! It’s in 3D!!! It MUST be good!!! But the story sucked. and there no idea here.