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3D in Advertising – Bringing the Wow Factor to Campaigns

[3D Roundabout]

Selling 3D

Whether speaking at TED (Technology, Entertainment, Design) or Cannes Lions, I have come to understand that most marketers and agency creatives simply need more information. Once the costs are outlined, an explanation of how 3D actually works is provided, and the storytelling potential revealed, most ad people soon begin to envisage 3D as well within the realm of possibility, and real excitement takes hold.

First off, 3D commercials can still be screened in 2D. Launching a campaign in both formats is entirely feasible, which may assist your wide release. This option preserves the huge 3D wow factor while maintaining the penetration of 2D.

Considerations

As far as cost, for live-action 3D production, my estimate is 10 to 25 percent above shooting a typical spot in 2D (or a ‘flattie’). For bigger-budget campaigns, 3D will cost less because you have already invested in higher production value. Given the entire workflow is digital (acquisition to post to projection), you can expect some upfront costs here too.

Depth budgets are also influenced by story genre and demographic. In Werner Herzog’s documentary Cave of Forgotten Dreams for example (a film which Geneva was very proud to be part of), the positive parallax beautifully heightened the existing phenomenon of ancient cave art. In contrast, shooting a comedy with lots of gags would involve more negative i.e. ‘in your face’ parallax.

Conclusion

Given the rapidly-increasing presence of glasses-free 3D and the sharp increase in 3D-ready playback devices, integrating 3D into your toolkit is a must. As Wayne Gretzky would say, ‘You can go to where the puck is, or you can go to where the puck is going to be.’

James Stewart is a director and founder of Geneva Film Co. a Toronto-based leader in 3D commercial production. When he is not on set, he is a regular presenter on 3D at conferences such as TED and Cannes Lions. This article is adapted from the article ’3D: It Is Where The Puck Is Headed’, first published in Strategy Magazine.

See the original post here: http://3droundabout.com/2012/02/6491/3d-in-advertising-bringing-the-wow-factor-to-campaigns.html?

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