News & Information:

NZ's first 3D cinema commercial made at Digipost

  • May 2010

    Limited edition doesn’t get any more limited than this.

    Digipost joined forces with DraftFCB to create New Zealand’s first stereoscopic 3D commercial for cinema.

    Screening nationwide, the cinema-specific ad heralds the launch of the uber-exclusive MINI SOHO, and an innovative retail strategy from the forward-thinking car company.

    The ad features MINI SOHO 11, one of only 15 in the world, only available online and only in New Zealand.

    DraftFCB ECD James Mok and CD Tony Clewett oversaw the project.

    “With 2011 approaching, we wanted to launch ‘11’ in a futuristic context and stereo-3D was an ideal medium”, explains Mok.

    “We have a great relationship with Digipost and they were the obvious choice to help us with that.”

    Lead Flame artist James ‘Jimmy’ Corden collaborated with DraftFCB writer Jane Jamieson and art director Leisa Wall to develop the 40-second piece.

    Corden built the entire ad in Flame, executing a hard-edge graphical style and leveraging Autodesk’s new stereoscopic 3D toolset to great effect.

    The process involved creating left and right field HD images within Digipost’s cutting-edge Flame 2011 environ, rendering these to create the stereoscopic image.

    The results were tested on the latest high definition 3D television.

    Mok continues, “Jimmy brought strong visual ideas to the mix, suggesting the graphical and monochromatic aesthetic would help create the impact we wanted”.

    “Digipost’s technological leadership, and their capability across both pictures and audio was central in creating such a great outcome.”

    Digipost sound designers Clive Broughton and Adam Iles produced the Dolby® 5.1 Surround Sound mix, crafting a fitting “atmospheric” sound track.

    “The combined ingredients of collaboration and communication, creativity and cutting-edge technology have produced a great outcome for the MINI project”, comments Digipost GM, Stephen Douglas.“

    “These are truly exciting times for our industry. 3D technology is just one of the new directions being taken by Digipost. We’re very much looking forward to the future”.

    If you want to see the ad in 3D you’ll need to go to the cinema, or you can see a 2D version here.

    For more information about Digipost’s stereoscopic 3D capability, or for a 3D viewing, contact Stephen Douglas on +64 9 631 1770, email stephen@digipost.co.nz.