Digital Domain Brings the Wonder of Samsung's 3D TV to Life in Stereoscopic 3D Ad Campaign

April 18, 2010 9:11 am

Tags: 3D, Digital Domain, stereoscopic

Digital Domain Leverages The Company's High-End Proprietary S3D Pipeline Developed on Major Motion Pictures and Applies it to Commercial Production



Digital production studio Digital Domain was tapped by Leo Burnett to bring the wondrous world of the Samsung 3D LED TV to life in a new stereoscopic 3D (S3D) advertising campaign for cinema and point-of-purchase, with 2D versions of the spots airing on TV. Digital Domain provided on-set S3D VFX supervision, working closely with directing duo TWiN of production company Rabbit and DP Mauro Fiore. The ads, part of Samsung's "Dedicated to Wonder" marketing campaign and the first 3D cinema spots ever created for a consumer electronic brand, premiered in cinemas April 2nd.



For the campaign, Digital Domain leveraged its historical expertise working with the S3D format, which dates back to the late 1990s when the studio produced a 3D Terminator theme park ride film. Today Digital Domain is in production on "Tron: Legacy," one of the largest S3D feature films currently in production in Hollywood.

"The enormous success of recent 3D movies and anticipation for upcoming tentpoles like 'Tron: Legacy' has created huge opportunities for manufacturers, broadcasters, marketers and producers," said Digital Domain Commercials Division President and Executive Producer Ed Ulbrich. "In creating 3D advertising, one of the biggest challenges is finding experienced crews to take these projects from concept to completion at the highest level. When you factor in the urgency of commercial production it adds another layer of complexity and a fair amount of managing expectations and educating both the ad agencies and the client. The value Digital Domain brings to the table is that we have one of the most sophisticated S3D pipelines in the business and we're able to take the infrastructure, experience and knowledge we've developed on huge 3D movies, and offer that to ad agencies and advertisers."



The :30 "Wonder-full," the first spot to premiere in cinemas, opens on a family visiting an aquarium. The father touches his index finger to the fishtank glass and traces a large rectangle before popping out a sizable chunk of the aquarium's contents -- all of it created digitally by Digital Domain, including colorful tropical fish and a giant sting ray. The family straps this liquid cube to the car and transports it home, where it's inserted into the Samsung LED 3D TV on the mantle, allowing the family to experience life in another dimension as a school of CG fish fly out of the set and towards the audience.



Digital Domain VFX Supervisor Jay Barton joined the creative team early in the design process to consult closely with directing duo TWiN and Leo Burnett on the S3D process and pulling together an experienced crew of people.

"Because these Samsung ads will be seen at point-of-sale in addition to premiering in cinemas, it was even more crucial that the visuals be beautiful, attention-getting and really highlighted the Samsung 3D LED TV," said Digital Domain Visual Effects Supervisor Jay Barton. "When you're at the retail location making your purchase decision among several options, what you see first is picture quality. The visuals are often the differentiating factor. To achieve that quality we applied the same 'Rolls Royce' approach for the Samsung campaign that we use on a movie like 'Tron: Legacy.' Leo Burnett brought together the A-team to work on this campaign, and that really shows in the result."



In addition to "Wonder-Full," Digital Domain worked on a second 3D cinema spot titled "Monsters & Aliens Invade Home," which features the characters from DreamWorks' "Monsters Vs. Aliens." Barton and his team also contributed visual effects and animation to two other spots in the Samsung campaign, which aired in 2D on television and premiered during the Academy Awards.


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Digital Domain's "Monsters & Aliens Invade Home"


About Digital Domain

Digital Domain is an Academy Award©-winning digital production studio focused on visual effects for feature film and advertising production. Founded in 1993, the company has built a legacy of achievement, listing Titanic, 2012, and The Curious Case of Benjamin Button among its 75+ film credits. A creative giant in advertising, Digital Domain has created some of the world's most memorable spots. The studio works with top directors including Michael Bay, Rob Cohen, Clint Eastwood, David Fincher, Joseph Kosinski, Mark Romanek, the Wachowskis and more. Digital Domain is continually pushing into new territory and is being recognized for its pioneering work in photo-real digital humans and productions that bring the worlds of movies, games, advertising and the web closer together. Digital Domain is privately held and based in Venice, California.


CLIENT: Samsung

AIR DATE: "Wonder-full" :30 TV & Cinema - 3/22/10
AIR DATE: "Monsters & Aliens Invade Home" :30 Cinema - 3/10

1st BROADCAST LOCATION: National Network/Cable Media Buy (applies to all

ADVERTISING AGENCY: Leo Burnett Company / Chicago, IL
EVP Exec. Creative Director: Bob Price
Executive Creative Director: Mark Gettner
Creative Director: Mike Doyle
SVP Content Architect: Vincent Geraghty
SVP Account Director: Trent Buterbaugh
Account Director: Melanie McCord Behling
Account Executive: Sarah Thorp

PRODUCTION COMPANY: Rabbit Content / Los Angeles, CA
Director: TWiN
Director of Photography: Mauro Fiore
Executive Producers: Douglas Howell, Joby Barnhart
Head of Production: Jeff Sommar
Producer: Shelby Ross
Production Supervisor: Jay Spangler

ANIMATION & VISUAL EFFECTS: Digital Domain, Inc. / Venice, CA
President of Commercials, Executive Producer: Ed Ulbrich
Executive Producer / Head of Production: Karen Anderson

Visual Effects Supervisor: Jay Barton
CG Supervisor: Richard Schuyler Morton
VFX Producer: Chris Fieldhouse
VFX Coordinator: Stephanie Escobar
Flame Artists: Chris DeCristo, Matthew James Bramante
Senior Nuke Compositor: Rafael F. Colón
Nuke Compositors: Sven Dreesbach, Craig A. Simms
Animators: Ruel Smith, Scott Kravitz, Rick Glenn, Tom Sorem
Digital Artists: Brian Creasey, Anthony Ramirez, Lee Carlton, Trish
McNamara, Casey Benn, Scott Fritts
Effects Artist: Jason Mortimer
Roto Artists: Hilery Johnson Copeland, Rob Liscombe, Howard P. Cabalfin
On Set Tracker: Scott Gsop Edelstein
Integration Tracker: Som Shankar
Digital Production Administrator: Andrea Flores
Rigging Technical Directors: Adrian Dimond, Derek Crosby
Technical Director: Erich Hauptmann

EDITORIAL HOUSE: Union Editorial/Los Angeles, CA
Editor: Jim Haygood
Executive Producer: Michael Raimondi

SONG: "Hey, Soul Sister" (Music track licensed for all spots)
Album: Save Me, San Francisco
Artist: Train

SOUND DESIGN HOUSE/ MIX HOUSE: Union Editorial/ Resolution LA / Los
Angeles, CA
Sound Designer: Milos Vivkovic

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