3D Holographic Projection – The Future of Advertising

by JoeLosFeliz

3D Holographic Projection – The Future of Advertising

3D Holographic Projection – The Future of Advertising.

With many of the latest big budget cinema releases being available in 3D, and everyone talking about the 3D future of television, many eyes are starting to focus on 3D hologram projections…without the glasses!

Where does this technology originate from?

3D holographic projection technology is loosely based on an illusionary technique called “Peppers Ghost”, and was first used in Victorian theatres across London in the 1860s. Pepper’s Ghost was typically used to create ghost-like figures on stage. Hidden from the audience’s view, an actor dressed in a ghostly costume would stand facing an angled plate of glass. The audience would be able to see the glass, but not the actor directly. Specifically angled lighting would reflect the actor’s image into the plate of glass, a transparent ghost like reflection would appear in front of the audience. Cutting or fading the lighting could also add to the ghostly effect.

How is this technology used today?

With the use of the latest HD projectors, CGI animation, specialist HD film techniques and special effects created in post production, Pepper’s Ghost technology has been upgraded to the 21st century. Instead of a real object or person’s reflection appearing on a plate of glass, high definition video and CGI animation is beamed directly onto a specially designed, chemically treated transparent film via a high power HD projector. Although much more expensive, this modern approach results in a much clearer, believable hologram projection.

What kind of images can be projected as holograms?

Due to the modern approach of projecting CGI animations and pre-recorded footage, almost anything is possible. The “blank canvas” approach is often adopted, creating a storyboard only limited by imagination. The storyboard can then be handed over to a CGI animation team who can make it come to life using the latest 3D software such as Maya or 3ds-Max.

Real people can be filmed giving a speech, dance or presentation for example, and then be projected as 3D holograms. Holographic special effects can be added in post production to make a life-like person beam into the room, Star Trek style, or have their product appear and spin above their head at the click of their fingers.

Who have used 3D Holographic projections and why?

In August 2009, Endemol, the producers of the famous reality TV show Big Brother, working together with activ8-3D holographic projections, beamed housemates’ friends and families into the house to deliver messages of support and encouragement. The messages were pre-recoded using HD cameras and specifically angled lighting. A stage was rigged inside the Big Brother house task room, compiling of a HD projector, media player, lighting, and audio equipment. Each housemate entered the room in turn and took a seat in front of the stage. On cue, the housemate’s family member or friend was beamed into the stage before delving their message. Although the hologram displays were difficult to judge on 2D television screens, the event was hailed as a great success, evoking brilliant reactions from the housemates which made for great TV.

“Any other screen message on video isn’t a touch on that. They are in front of you – none of this flat screen or plasma screen – they are really there.” exclaimed David.

“It’s lovely. It’s like you wanna touch it. I can’t believe it. I’m shaking,” replied Lisa.

In January 2009 Coco-Cola gave a sales conference presentation in Prague for over 800 people. Senior directors of the company were beamed into the stage as 3D holograms before giving a presentation about how the Coco-Cola brand has evolved over the years. The content of the presentation was also in the form of 3D holographic projections. The centre piece was a giant 3D hologram Coco-Cola branded spinning clock, representing the progression of time. A showcase of previous Coco-Cola bottles, logos, and labels amongst other objects were also projected as 3D holograms to create Prague’s first 3D holographic projection display.

What range of sizes can the holographic projections be displayed in?

This technology has been known to scale down to as small as a ten inch hologram display. The smaller range of holographic display units, ranging from ten inches to television sized monitors are predominantly used for retail, exhibitions and point of sale. Famous brand companies such as Diesel, have used this type of holographic display in their shop windows.

One of the largest holographic projections to date was in South Africa in 2007. A holographic projection screen, 12 metres wide, by 4 meters high stretched across a stage in front of 700 BMW officials, celebrating the launch of the latest X6 model. By increasing the size of the stage and number of projectors, there is no limit to the maximum size of the holographic projection displays.

Which other technologies are being used together with 3D hologram projections?

activ8-3D, the London based holographic projection specialists, have recently developed motion capture systems to couple 3D holographic projections. Motion capture systems are far from a new technology. An actor wearing a motion capture suit can have his/her movements picked up via various sensors. These movements can then be played back in real time onto a screen in the form of an animated character. Working with hologram display technology, these characters can become life size 3D holographic animated characters, both technologies working together perfectly to complement each other free 3d model.

Hologram projection displays have also recently seen advances in audience interactivity. Using a wireless remote control, the holographic projections can be moved around the stage, rotated on their x and y axis, and can even be programmed to start or stop an animation on the click of a button for free 3d model.

What is the future of 3D holographic projection?

3D holographic projection technology clearly has a big future ahead. As this audio visual display continues to get high profile credibility, we are likely to see more companies advertising their products or marketing their business in this way. Whether it be large scale, big budget product launches or smaller retail POS systems, they are likely to become a common feature in the advertising world free 3d model.

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3D Animation: What Beginners Should Know

by Dominic’s pics

3D Animation: What Beginners Should Know

If you are a fan of cartoons or special effects, then you may be consider learning how to become a 3d animator.  First off, I would like to get the bad out of the way.  Being a 3d animator isn’t for everyone.  You have to be a strong minded individual who can work hard and overcome obstacles.  When entering the world of 3d computer graphics, you’ll either love it or hate it.  The problem with working in 3d software is that you will experience crashes alot.  Sometimes you will even lose all your work right before a midterm.  This is not uncommon, it happens to a lot of animators while they attend college.  You’ll also have to be good at taking rejection and criticism.

Alot of people seem to think that being animator will just showcase their talent and then they will go on to great riches and their work will become famous.  Alot of people end up quitting because their teachers and peers will tell them what they need to work on.  Just listen and be mindful of it.

Your 3d animation software can only take you so far.  Some are more artist friendly and some are technical.  This is very important, but it also comes down to the individual.  Some schools may let you pick which softwares you wish to learn 3d in.  Others will only have one.  The two main softwares are 3d studio max and Maya.  Both are made by the company Autodesk.  You’ll probably need to find tutorials to go along with your schooling.  Remember that everyone teaches different and you may find that you learn some things better in online tutorials than at school and vice versa.

The good thing about learning 3d animation is that it will open your creative mind.  You have many different tools available to help you in todays world.  Some tools are so great that they make 3d modeling and animating easier than ever for an artist to accomplish their vision.

Seat “Frozen” Commercial 2003 What’s behind the scenes. The commercial (also avilable on Direct2BrainTube) is the result of a fascinating integration between shootings and special effects that “freeze” the characters’ actions in the space. Subscribe Direct2braintube. Director: Ascanio Malgarini. Executive producers: Gianni Ceccano, David Gallo.
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London and 3D Visualisation – A Fast-Paced Technology in a Fast-Paced City

by barron

London and 3D Visualisation – A Fast-Paced Technology in a Fast-Paced City

The fast-changing field of computer graphics is used by a wide variety of different industries to promote diverse products. Most recently, these have been using the latest developments in the long history of the technology, 3D visualisation. London has plenty of companies specialising in 3D visualisation, whether in particular fields or developing a versatile service with expertise in several different areas. 3D visualisation can be used to showcase images as diverse as an architects’ masterpiece, a smoothie packet, or a BMW. However, architecture work and interior imaging are especially likely to use 3D visualisation, to give a clear picture of a large-scale scene. Working in 3D, images which would usually be flat and dull can jump out at a client’s audience, through a large or small screen.

The science of visualisation, allowing ideas to be conveyed by representative images, is a very old one. It’s typically been achieved through illustration, and gradually innovations have been developed to make the eye understand a reproduced image as well as one in front of it. Since da Vinci, artists have used a variety of techniques – including central perspective, and cartography techniques – in order to produce a realistic image. Nowadays, science is moving much faster to quickly develop computer graphics, in order to produce a virtual reality often more perfect and beautiful than the product as seen through normal regard. Visualisation works through animated images, computer created CGI images, and more recently, 3D effects, which allow a fully rounded image to be seen on a flat screen. The links between these modern computerised techniques and older illustrative innovations has been outlined by Edward Tufte in two critically acclaimed books.

For a long time, computer graphics visualisation was used to study scientific problems, and for educational purposes. It’s been used in all kinds of high-tech environments, and showcased in various conferences and special publications. Now, however, 3D visualisation can be accessed by any client, for websites which look both aesthetically pleasing and professionally cutting-edge. Within the sciences and educational purposes, 3D visualisation has often been used to visualise an abstract concept, but for showcasing products, the idea is to highlight the superior quality of the product itself. Computerised product visualisation has replaced old-fashioned technical drawing. Although 3D CGI can of course be used to generate animations which help to advertise a product, and which do not represent actual products, it is also used to create engaging and dramatic images of new products.

For 3D visualisation, London is a city with a particularly high density of service providers. This is due partly to the high media and digital development within the city, and also because, like 3D visualisation itself, London is involved in a wide variety of industries, and has been the centre for technological developments through the ages.

For 3D visualisation, London is a city full of clients and opportunities, too. Since the days of Christopher Wren or Isambard Kingdom Brunel, architecture has continued to be an active industry in London, meaning that plenty of visualisation services have developed in the capital. The presence of the Royal Institution of British Architects (RIBA) has helped to ensure that London continues to be a buzzing capital for architecture, and so for architecture visualisation. Additionally, the high-flying offices of the Square Mile demand quality visualisation services for their websites. Various other industries, of course, are also based in London, and many are turning to the exciting new technology to promote their work. In addition, and perhaps most importantly London’s long history of involvement with media, running from the famous Fleet Street newspapers, means that it will always be the natural gravitation point for new communication developments.

Some companies outsource their work to other countries (such as China), looking outside the EU to produce product images using 3D visualisation. London-based workers, however, have the advantage of experience within the city’s industries, as well as being on-spot for emergency deadlines and changing demands.