Project overview
The new range of High Definition 3D televisions from Sony offer a new dimension in home entertainment. But how do you explain what it’s like to watch 3D TV?
At the beginning of April 2010, we were approached by Sony’s Global Sales & Marketing Group in Tokyo to produce a video to be used online and in-store which would explain the benefits of 3D.
The challenges
As this was going to be used across the globe, we would be working simultaneously with the Sony offices in Japan and Europe. This meant synchronising schedules across three different time zones. We would also be drawing on our experience of multinational markets to deliver worldwide localization. This would include providing voiceovers and on-screen copy in 12 different languages, among them Mandarin Chinese, Japanese and both Latin American and European Spanish. We also had a big creative challenge: how do you represent 3D in two dimensions?
The results
Following post-production, we delivered a one-minute cut of the film for use online and a forty-second cut for use in Sony stores. The video has now been rolled out across all Sony Europe websites, with other territories including China, the US and Latin America to follow. It will begin showing in stores across the world as Sony’s range of 3D TVs starts to be promoted in the trade. It has also been posted to Sony Europe’s official YouTube channel.
What we did
We wanted to portray the concept of 3D without the clichéd solution of using computer-generated images flying out of a TV screen. Instead we decided to go for what we felt was the most realistic way of representing 3D in a 2D environment: using projection mapping. By projecting moving images normally found on TV onto three-dimensional objects, we could make them part of a real environment. Filming within this environment, we could successfully express the totally immersive experience of watching 3D TV.
Filming took 4 days in the studio, with a crew of 15 shooting with a Red One camera and two digital projectors.
This was followed by voiceover recording sessions around the world, and translation of on-screen captions.
"We’re delighted with the video – not only does it do a great job of communicating the benefits of 3D but it really captures the essence of the Sony brand. Hugo & Cat have proved, once again, that they can handle projects of this scale, delivering high quality work that’s exciting, innovative and does exactly what it’s supposed to."
Online Marketing Manager, Sony TV Europe
