Archive notice: This article was originally published on June 16, 2010. Links and embedded videos are preserved as part of the historical record.
According to their own information, Munich film-production company lucie_p and Munich post house ARRI Commercial jointly produced one of the first 3D commercials for European cinema and the internet for Adam Opel GmbH. The principal actor in the spot is the new Opel Meriva, staged three-dimensionally in the style of modern Hollywood cinema.
The 60-second piece shows scenes shot by lucie_p for the current Opel Meriva TV commercial and converted into 3D, additionally expanded with specially created computer-generated 3D sequences. The footage shot in 2D was subsequently converted into 3D and elaborately processed by those responsible to ensure high image quality, the report continues.
The cinema version will be shown in Germany, Austria, Switzerland, the Netherlands and Greece, among other countries, in the supporting programme for high-reach 3D blockbusters such as Toy Story 3 and Shrek 4.
To realise the 3D effect both on the cinema screen and on the web, lucie_p and ARRI used two different technical processes for the first time. For the cinema experience, the projection process familiar from films such as “Avartar” is used, in which a single projector alternately projects the left and right images.
For display on the internet, those responsible produced an anaglyph version of the spot using the red-cyan process, in which the images are shown superimposed rather than side by side. While viewers in the cinema can use the familiar polarisation glasses, the spatial effect on the web is created through stereoscopic glasses with cyan- and red-coloured films.
“Converting existing filmed footage and thereby bringing it into 3D form was a major creative and implementation challenge for our entire team. Combining the film scenes with computer-generated 3D sequences was an exciting task,” comments Tina Maria Werner, Managing Director of lucie_p. “The result is therefore truly impressive: an innovative product staged in an impressive spot!”
In addition to film-production company lucie_p, which had already shot the footage for the TV spot and, together with post house ARRI Commercials, was responsible for both the conceptual and technical finishing of the 3D project, Saasfee from Frankfurt and RTT from Munich were also involved in producing the computer-generated sequences. Agency MRM Worldwide acted as the supervising creative agency.
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