News Stories

3D technology gives fashion new dimension

[By Michelle Hammond, www.startupsmart.com]

With virtual models and hologram advertisements already restyling the fashion industry, it seems runway shows staged in 3D could be the next big thing.

 

Armani Exchange in Melbourne has already launched 3D ads in its stores; a video and ad campaign of the label’s autumn/winter collection was shot in 3D, while customers were supplied with special glasses so they could see the images in store.

 

Grant Pearce, creative director of the L’Oreal Melbourne Fashion Festival, says 3D is a growing trend in the industry.

 

“I think people will probably do things in an even bigger way, and I dare say some people will potentially replace their shows with 3D presentations,” he says.

 

Pearce says fashion brands use 3D in their advertising campaigns as a way of grabbing young shoppers’ attention, stating: “It relates to their mindset; I just think it opens up the audience.”

 

It appears the fashion industry already has a fairly firm grasp on 3D technology, but what other sectors could benefit from it?

Read the original post here: http://www.startupsmart.com.au/planning/2011-03-29/3d-technology-gives-fashion-new-dimension.html

 

NAB: CLIPSTER with mezzanine and 3D suppo

[DMN Newswire – excerpt]
CLIPSTER also features an enhanced toolset for the area of 3D. With its high-quality hardware, CLIPSTER generates 3D DCPs (Digital Cinema Packages) in real time, speeding up 3D subtitling in 4K as well as DCI Mastering. The newly integrated STAN (Stereoscopic Analyzer) software in CLIPSTER is a correction tool that can be used both on an automated basis and manually. STAN analyzes and corrects the 3D material in real time, resulting in significant time savings.

See the full story here: http://hd.broadcastnewsroom.com/articles/viewarticle.jsp?id=1419123

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Specification for Naming VFX Image Sequences Released

ETC’s VFX Working Group has published a specification for best practices naming image sequences such as plates and comps. File naming is an essential tool for organizing the multitude of frames that are inputs and outputs from the VFX process. Prior to the publication of this specification, each organization had its own naming scheme, requiring custom processes for each partner, which often resulted in confusion and miscommunication.

The new ETC@USC specification focuses primarily on sequences of individual images. The initial use case was VFX plates, typically delivered as OpenEXR or DPX files. However, the team soon realized that the same naming conventions can apply to virtually any image sequence. Consequently, the specification was written to handle a wide array of assets and use cases.

To ensure all requirements are represented, the working group included over 2 dozen participants representing studios, VFX houses, tool creators, creatives and others.  The ETC@USC also worked closely with MovieLabs to ensure that the specification could be integrated as part of their 2030 Vision.

A key design criteria for this specification is compatibility with existing practices.  Chair of the VFX working group, Horst Sarubin of Universal Pictures, said: “Our studio is committed to being at the forefront of designing best industry practices to modernize and simplify workflows, and we believe this white paper succeeded in building a new foundation for tools to transfer files in the most efficient manner.”

This specification is compatible with other initiatives such as the Visual Effects Society (VES) Transfer Specifications. “We wanted to make it as seamless as possible for everyone to adopt this specification,” said working group co-chair and ETC@USC’s Erik Weaver. “To ensure all perspectives were represented we created a team of industry experts familiar with the handling of these materials and collaborated with a number of industry groups.”

“Collaboration between MovieLabs and important industry groups like the ETC is critical to implementing the 2030 Vision,” said Craig Seidel, SVP of MovieLabs. “This specification is a key step in defining the foundations for better software-defined workflows. We look forward to continued partnership with the ETC on implementing other critical elements of the 2030 Vision.”

The specification is available online for anyone to use.

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