Mercedes-Benz 3D Promo at NY Auto Show

Gail Chiasson, North American Editor

The photos alone impressed us at this exhibit, and while we’re talking film, it’s worth noting that forward-thinking advertisers are beginning to find dramatic ways to include 3D in their promotional ventures.

Dimensional Communications Inc., Northvale, New Jersey-based designer and producer of Mercedes-Benz‘ recent New York Auto Show exhibit, tapped Lightspeed Design Inc., Bellevue, Washington, to executive-produce a HD 3D Stereoscopic film for this unique event marketing installation.

The striking, fast-paced driving film was captured in 3D at 4K resolution and presented on both a large high-brightness rear-projection screen as well as multiple 3D monitors in a huge 88 x 158 ft open exhibit area. It was viewed using theater- style polarized glasses.

Filmed on location near Santa Barbara, California, the 6-minute film featured live 3D running footage of the Mercedes SLS AMG, E-Class Cabriolet and S400 Hybrid as well as pro golf played on a breathtaking oceanside course. The footage was shot on dual RED ONE cameras incorporated into Lightspeed’s DepthQ Stereoscopic rig, while the all-digital shoot utilized DepthQ Capture Software, which provides real-time monitoring, recording and playback of the stereoscopic imagery. Post-production and editing at Lightspeed Design’s studio added custom CGI, special effects, and incorporated Mercedes archival media.

“Our production pipeline benefits from advanced filmmaking technologies that we’ve developed and honed over the past 17 years producing stereo 3D content,” says Chris Ward, president, Lightspeed Design. “DepthQ Stereoscopic is a mature, live-action 3D filmmaking process that maximizes creativity, efficiency and accuracy from acquisition through post. Combined with our knowledge and experience in 3D film-making, it allows us to produce comfortable, visually impactful 3D cost-effectively.”

The HD 3D film was displayed on a 16’ wide by 9’ tall rear-projection screen using two 30,000 lumen Christie Digital projectors, as well as on 4 passive horizontally interleaved 3D LCD monitors distributed throughout the exhibit space. Custom-branded Mercedes-Benz plastic circular polarized glasses gave guests a first-class 3D experience on both the large projection and the 3D monitors.

This was the second major promotional project for Dimensional Communications and Mercedes, and it will be presented at many other Mercedes-Benz events this year.

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