| HTML clipboard First Stereoscopic 3D Commercials Usher in New Era
SAN FRANCISCO, CA - JULY 20, 2010
/PRAvenueNW/
--
A new era in commercial
advertising and television production is being ushered in this summer with the
help of San Francisco-based GRANTAVE Productions and Casting (GAP&C). The firm
produced one of three stereoscopic 3D commercials which debuted on the newly
launched ESPN-3D network during the 2010 FIFA World Cup and during the Major
League Baseball Home Run Derby July 13th. A second spot will air during upcoming
sports events on ESPN-3D.
The emerging popularity of 3D films, 3D television production, and 3D channels
means a new generation of 3D advertising. GAP&C, a small minority owned business
known for its creative feature, commercial and corporate productions is working
with agencies and their clients who want early entry into new 3D production.
GAP&C teamed with BBDO, the largest agency in the Omnicom network, to develop
the two cutting-edge commercials airing this summer. Each of them contain live
action, computer graphic illustration and animation. Drawing on Bay Area talent
leading the development of new 3D movie production technology, GAP&C
conceptualized its application to commercials. “We are extremely proud to be at
the forefront of the next generation of 3D production,” said Michael Ching,
executive producer and owner of GRANTAVE Productions. “Tapping into the immense
creative talent and revolutionary technology in the Bay Area is a key to our
success.”
Marjo Tremblay, a former animation and digital supervisor at Industrial Light
Magic (ILM) and a leading figure in digital arts, directed the spots.
Postproduction was conducted at LightStream Animation in Petaluma and Spy Post
in San Francisco.
An earlier generation of 3D spots produced by PepsiCo and Paramount Dream Works
aired during the Super Bowl in 2009. Those ads, shown on 2D televisions, were
produced with anaglyph technology and required red and cyan 3D glasses. The new
spots utilize stereoscopic 3D technology and software that revolutionized 3D
movie production in films such as James Cameron’s Avatar. In new 3D TV’s using
active shutter glasses, the Stereoscopic 3D images give HD quality color
saturation and higher resolution.
Also key to introducing this new era in television advertising was the
acquisition by ESPN of new technology for televising pre-recorded 3D content.
“These ads were produced on a very short timeline, in part because the
technology needed to bridge into television advertising was just emerging and no
one was sure how soon it could get up and running,” said Marjo Tremblay. GAP&C
worked with ,Misha Louy BBDO Executive Producer and ,Tim Wettstein BBDO
Associate Creative Director, in production of the spot all in less than 20 days
to coincide with ESPN’s June 11 launch of the first dedicated 3D channel. ESPN
has stated it intends to air only 3D commercials on ESPN 3D.
GRANTAVE Productions and Casting is one of only a handful of production
companies in existence with the background and expertise to produce stereoscopic
3D commercials. The firm will continue its groundbreaking integration of live
action and animation in 3D advertising production, including special venues.
Future 3D development will include original content for emerging 3D channels,
feature films and a 3D reality series.
About GRANTAVE Production and Casting
GRANTAVE Production and Casting (www.grantavesf.com)
is a feature film, commercial and corporate production and casting company based
in the San Francisco Bay Area. In addition to traditional production, GRANTAVE
specializes in digital arts and 3D production and development.
Credits include: Commercials and corporate: Gillette, Xoom.com, Apple, Intel,
Cisco, Wells Fargo, Safeway. Features: Chaw (Korean #1 Hit Movie 2009), Black
August, Kung Phooey, the Full Picture, The Awakened, Pranksters.
A certified Minority Business Enterprise (MBE), GRANTAVE is led by Michael
Ching, Executive Producer/Casting Director, Kay Robinson, Producer/Project
Manager and Marjo Tremblay, Creative Director.
GRANTAVE PRODUCTIONS & CASTING
Contact: Erin Saberi
916.952.5080
925-284-1890 Office
925-381-8749 Cell
925-962-0302 Fax
Lafayette CA 94549
Michael@grantavesf.com
www.grantavesf.com
###
|
