Oct 17, 2021
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Front Page, Industry News

3D: The Revolution is Now

By TO411 Guest Writer, James Stewart

A retrospective on Cannes Lions 2011

Imagine your pitch with the newest of digital technologies on offer. Imagine your ideas, your company, sauntering confidently toward success, clients and peers alike wowed by your ingenuity, your creative chutzpah. Imagine chatting about all this on a glorious beachside patio in Cannes until the wee hours, swapping stories with some of the smartest, most creative agencies and brands on the face of the globe, yours included. 

This year’s newly rebranded Cannes Lions Festival of Creativity proved no exception to the above scenario. With highlights including a thoroughly impressive 7.1 surround sound experience (picture-less cinema advertising) for a Nike courtesy of Portugal’s Indigo Sound. As well, Dolby rolled out a 7.1 remixed version of the 3D Transformer 3 trailer. Certainly 3D technology is still at the heart many fresh, viable marketing strategies – still a new, immersive and hugely impactful way to connect with consumers.

The Cannes Lions, reliably and regularly gathers the world’s best advertising pros – the brands, the agencies, the top production talent, your clients – who are not merely concerned with staying fresh, but who are focused on reinventing the very concept by exploring and cultivating new digitally-based technologies to their best advantage. And yeah, okay, the terrace at the Carlton doesn’t hurt either.

Given the response at this year’s SAWA seminar – where 300 were turned away – more and more agencies are exhibiting a desire for cinematic screen exposure to complement and bolster their TV buys. Moreover, they know that a cinema audience is a captive one, already eagerly anticipating their 3D movie experience on the big screen; there is simply no better opportunity to connect with such a broad consumer base, and pitch product in a dynamic, literally “brand new” way. 

All the World’s a 3D TV Screen

3D TV is off to a much faster start than HDTV – no surprise given broadcasters like ESPN 3D and Discovery’s 3Net offering 3D fresh out of the gate. The newest 3D sets from Panasonic, LG, Samsung and Sony now rival the best cinematic experiences.

Indeed the wave of fresh 3D content is now moving well beyond the confines of the cinema and television. For instance, you may now view Youtube 3D content your brand new LG Optimus tablet. Or perhaps you prefer the HTC EVO 3D smart phone, or the newest Toshiba laptop. Gamers are enjoying Nintendos 3DS glasses-free 3D handheld, and Asus has a new 3D tablet with their glasses-free Eee Pad MeMo 3D. The iPhone 5 is set to embrace its patented holographic future, and its widely anticipated the iPad 3 will also be 3D-ready.

Many of these newest devices also come equipped with 3D cameras for user generated 3D content on Youtube’s new 3D channel - you know something big is happening when consumers are actively engaging with a new technology, on top of merely passively enjoying it.

The longer-range commercial vision is said to involve the easy migration of 3D content between large home-based TV screens and an ever-increasing range of new 3D-ready tablets – created by the TV vendors themselves – ultimately to be marketed as secondary sets.

If you’re already shooting your spots 3D (and it’s easier than you think), your brand will be enjoying supercharged retention rates. (see “The Brief” – article on 3D retention)

http://www.htc.com/www/smartphones/htc-evo-3d/

http://www.youtube.com/user/3D

http://www.youtube.com/watch?v=QV4qC08Gfks&feature=related

http://www.genevafilmco.com

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

3D: The Revolution is Now

By TO411 Guest Writer, James Stewart

A retrospective on Cannes Lions 2011

Imagine your pitch with the newest of digital technologies on offer. Imagine your ideas, your company, sauntering confidently toward success, clients and peers alike wowed by your ingenuity, your creative chutzpah. Imagine chatting about all this on a glorious beachside patio in Cannes until the wee hours, swapping stories with some of the smartest, most creative agencies and brands on the face of the globe, yours included. 

This year’s newly rebranded Cannes Lions Festival of Creativity proved no exception to the above scenario. With highlights including a thoroughly impressive 7.1 surround sound experience (picture-less cinema advertising) for a Nike courtesy of Portugal’s Indigo Sound. As well, Dolby rolled out a 7.1 remixed version of the 3D Transformer 3 trailer. Certainly 3D technology is still at the heart many fresh, viable marketing strategies – still a new, immersive and hugely impactful way to connect with consumers.

The Cannes Lions, reliably and regularly gathers the world’s best advertising pros – the brands, the agencies, the top production talent, your clients – who are not merely concerned with staying fresh, but who are focused on reinventing the very concept by exploring and cultivating new digitally-based technologies to their best advantage. And yeah, okay, the terrace at the Carlton doesn’t hurt either.

Given the response at this year’s SAWA seminar – where 300 were turned away – more and more agencies are exhibiting a desire for cinematic screen exposure to complement and bolster their TV buys. Moreover, they know that a cinema audience is a captive one, already eagerly anticipating their 3D movie experience on the big screen; there is simply no better opportunity to connect with such a broad consumer base, and pitch product in a dynamic, literally “brand new” way. 

All the World’s a 3D TV Screen

3D TV is off to a much faster start than HDTV – no surprise given broadcasters like ESPN 3D and Discovery’s 3Net offering 3D fresh out of the gate. The newest 3D sets from Panasonic, LG, Samsung and Sony now rival the best cinematic experiences.

Indeed the wave of fresh 3D content is now moving well beyond the confines of the cinema and television. For instance, you may now view Youtube 3D content your brand new LG Optimus tablet. Or perhaps you prefer the HTC EVO 3D smart phone, or the newest Toshiba laptop. Gamers are enjoying Nintendos 3DS glasses-free 3D handheld, and Asus has a new 3D tablet with their glasses-free Eee Pad MeMo 3D. The iPhone 5 is set to embrace its patented holographic future, and its widely anticipated the iPad 3 will also be 3D-ready.

Many of these newest devices also come equipped with 3D cameras for user generated 3D content on Youtube’s new 3D channel - you know something big is happening when consumers are actively engaging with a new technology, on top of merely passively enjoying it.

The longer-range commercial vision is said to involve the easy migration of 3D content between large home-based TV screens and an ever-increasing range of new 3D-ready tablets – created by the TV vendors themselves – ultimately to be marketed as secondary sets.

If you’re already shooting your spots 3D (and it’s easier than you think), your brand will be enjoying supercharged retention rates. (see “The Brief” – article on 3D retention)

http://www.htc.com/www/smartphones/htc-evo-3d/

http://www.youtube.com/user/3D

http://www.youtube.com/watch?v=QV4qC08Gfks&feature=related

http://www.genevafilmco.com

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

3D: The Revolution is Now

By TO411 Guest Writer, James Stewart

A retrospective on Cannes Lions 2011

Imagine your pitch with the newest of digital technologies on offer. Imagine your ideas, your company, sauntering confidently toward success, clients and peers alike wowed by your ingenuity, your creative chutzpah. Imagine chatting about all this on a glorious beachside patio in Cannes until the wee hours, swapping stories with some of the smartest, most creative agencies and brands on the face of the globe, yours included. 

This year’s newly rebranded Cannes Lions Festival of Creativity proved no exception to the above scenario. With highlights including a thoroughly impressive 7.1 surround sound experience (picture-less cinema advertising) for a Nike courtesy of Portugal’s Indigo Sound. As well, Dolby rolled out a 7.1 remixed version of the 3D Transformer 3 trailer. Certainly 3D technology is still at the heart many fresh, viable marketing strategies – still a new, immersive and hugely impactful way to connect with consumers.

The Cannes Lions, reliably and regularly gathers the world’s best advertising pros – the brands, the agencies, the top production talent, your clients – who are not merely concerned with staying fresh, but who are focused on reinventing the very concept by exploring and cultivating new digitally-based technologies to their best advantage. And yeah, okay, the terrace at the Carlton doesn’t hurt either.

Given the response at this year’s SAWA seminar – where 300 were turned away – more and more agencies are exhibiting a desire for cinematic screen exposure to complement and bolster their TV buys. Moreover, they know that a cinema audience is a captive one, already eagerly anticipating their 3D movie experience on the big screen; there is simply no better opportunity to connect with such a broad consumer base, and pitch product in a dynamic, literally “brand new” way. 

All the World’s a 3D TV Screen

3D TV is off to a much faster start than HDTV – no surprise given broadcasters like ESPN 3D and Discovery’s 3Net offering 3D fresh out of the gate. The newest 3D sets from Panasonic, LG, Samsung and Sony now rival the best cinematic experiences.

Indeed the wave of fresh 3D content is now moving well beyond the confines of the cinema and television. For instance, you may now view Youtube 3D content your brand new LG Optimus tablet. Or perhaps you prefer the HTC EVO 3D smart phone, or the newest Toshiba laptop. Gamers are enjoying Nintendos 3DS glasses-free 3D handheld, and Asus has a new 3D tablet with their glasses-free Eee Pad MeMo 3D. The iPhone 5 is set to embrace its patented holographic future, and its widely anticipated the iPad 3 will also be 3D-ready.

Many of these newest devices also come equipped with 3D cameras for user generated 3D content on Youtube’s new 3D channel - you know something big is happening when consumers are actively engaging with a new technology, on top of merely passively enjoying it.

The longer-range commercial vision is said to involve the easy migration of 3D content between large home-based TV screens and an ever-increasing range of new 3D-ready tablets – created by the TV vendors themselves – ultimately to be marketed as secondary sets.

If you’re already shooting your spots 3D (and it’s easier than you think), your brand will be enjoying supercharged retention rates. (see “The Brief” – article on 3D retention)

http://www.htc.com/www/smartphones/htc-evo-3d/

http://www.youtube.com/user/3D

http://www.youtube.com/watch?v=QV4qC08Gfks&feature=related

http://www.genevafilmco.com

Leave a Reply

Your email address will not be published. Required fields are marked *

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