Harnessing the power of stereoscopic imaging or ‘real 3D’ in their post-production facility, the Spectrum production team under the direction of Chief Creative Officer Dinesh Diar – one of industry’s most respected creative talents – has demonstrated just how 3D technology has shifted the boundaries of advertising and branding. The spectacular stereoscopic ‘leader’ for Ster-Kinekor (Spectrum’s partner within the Primedia group) firmly positions Ster-Kinekor at the leading edge of the 3D mania sweeping the world.
This project was a first for Spectrum. “It was an evolving, consultative progression,” comments Diar. “We created the visuals and sounds to bring the Ster-Kinekor brand concept to life, and together with their team, went through a process of crystallization – cutting, polishing and refining – until four months later, we arrived at the exciting finished product.”
Victor Jacobs explains that this process was enabled by the creative application of stereoscopic or 3D imaging and state-of-the-art technology. “Stereoscopic or 3D imaging is a technique that creates the illusion of depth in an image by presenting two offset images separately to the left and right eye of the viewer. The two 2D images are combined in the viewer’s brain to give the perception of 3D depth,” he says.
The DVS Clipster System – the first software of its kind in South Africa – enabled Spectrum to synergise the visuals and sound to create a riveting viewing experience that truly brings the ‘wow factor’ up close and personal. “While most production companies leave the sound for last, our team at Spectrum believes in a collaborative process between the animation and sound from the beginning,” comments sound engineer Anthony Mearns. “As the soul of the visual body, sound is a crucial element in the entire design process,” he says passionately.
The concept of the animated vortex is thematic, which means that the elements can be adapted for special occasions and specific movies throughout the year. “The content can be re-purposed for different Ster-Kinekor campaigns easily and cost-effectively, ensuring the ‘leader’ remains fresh and exciting, while still maintaining the consistency and recognition of the brand,” comments Diar.
The “leader” has been so well received by both Ster-Kinekor and its audiences that it has created an opportunity for Spectrum to harness the power of stereoscopic or 3D imaging to push the boundaries of advertising and branding even further. Spectrum’s technical team is editing the content to be compatible with Ster-Kinekor’s 2D screens, while Ster-Kinekor will be using the visual elements from the “leader” for their upcoming print and outdoor advertising campaigns.
