Venice, Ca.-based digital production studio Digital Domain was tapped by Chicago ad agency the Leo Burnett Company to create the stereoscopic 3D for a new in-theater and in-store ad campaign for Samsung 3D LED TV.
Digital Domain provided on-set S3D VFX supervision, working closely with directing duo TWiN of production company Rabbit and DP Mauro Fiore. The ads, part of Samsung’s “Dedicated to Wonder” marketing campaign and the first 3D cinema spots ever created for a consumer electronic brand, premiered in cinemas April 2nd.
The following 2D version of the :30-second spot “Monsters & Aliens Invade Home” is running in theaters:
The following 2D version of the :30-second spot “Wonder-full” is designed for TV and theaters:
For the campaign, Digital Domain, created by filmmaker James Cameron, leveraged its historical expertise working with the S3D format, which dates back to the late 1990s when the studio produced the Terminator 3D theme park ride film. Today Digital Domain is in production on Disney’s 3D film “Tron: Legacy.”
“In creating 3D advertising, one of the biggest challenges is finding experienced crews to take these projects from concept to completion at the highest level,” said Digital Domain Commercials Division President and Executive Producer Ed Ulbrich. “When you factor in the urgency of commercial production it adds another layer of complexity and a fair amount of managing expectations and educating both the ad agencies and the client. The value Digital Domain brings to the table is that… we’re able to take the infrastructure, experience and knowledge we’ve developed on huge 3D movies, and offer that to ad agencies and advertisers.”
“When you’re at the retail location making your purchase decision among several options, what you see first is picture quality,” said Digital Domain Visual Effects Supervisor Jay Barton. “The visuals are often the differentiating factor.”
Barton and his team also contributed visual effects and animation to two other spots in the Samsung campaign, which aired in 2D on television and premiered during the Academy Awards.
— By Scott Hettrick
CREDITS:
ADVERTISING AGENCY: Leo Burnett Company / Chicago, IL
EVP Exec. Creative Director: Bob Price
Executive Creative Director: Mark Gettner
Creative Director: Mike Doyle
SVP Content Architect: Vincent Geraghty
SVP Account Director: Trent Buterbaugh
Account Director: Melanie McCord Behling
Account Executive: Sarah Thorp
PRODUCTION COMPANY: Rabbit Content / Los Angeles, CA
Director: TWiN
Director of Photography: Mauro Fiore
Executive Producers: Douglas Howell, Joby Barnhart
Head of Production: Jeff Sommar
Producer: Shelby Ross
Production Supervisor: Jay Spangler
ANIMATION & VISUAL EFFECTS: Digital Domain, Inc. / Venice, CA
President of Commercials, Executive Producer: Ed Ulbrich
Executive Producer / Head of Production: Karen Anderson
Visual Effects Supervisor: Jay Barton
CG Supervisor: Richard Schuyler Morton
VFX Producer: Chris Fieldhouse
VFX Coordinator: Stephanie Escobar
Flame Artists: Chris DeCristo, Matthew James Bramante
Senior Nuke Compositor: Rafael F. Colón
Nuke Compositors: Sven Dreesbach, Craig A. Simms
Animators: Ruel Smith, Scott Kravitz, Rick Glenn, Tom Sorem
Digital Artists: Brian Creasey, Anthony Ramirez, Lee Carlton, Trish
McNamara, Casey Benn, Scott Fritts
Effects Artist: Jason Mortimer
Roto Artists: Hilery Johnson Copeland, Rob Liscombe, Howard P. Cabalfin
On Set Tracker: Scott Gsop Edelstein
Integration Tracker: Som Shankar
Digital Production Administrator: Andrea Flores
Rigging Technical Directors: Adrian Dimond, Derek Crosby
Technical Director: Erich Hauptmann
EDITORIAL HOUSE: Union Editorial/Los Angeles, CA
Editor: Jim Haygood
Executive Producer: Michael Raimondi
SONG: “Hey, Soul Sister” (Music track licensed for all spots)
Album: Save Me, San Francisco
Artist: Train
SOUND DESIGN HOUSE/ MIX HOUSE: Union Editorial/ Resolution LA / Los
Angeles, CA
Sound Designer: Milos Vivkovic
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