Directing duo TWiN - working with an all-star cast that included DP Mauro Fiore (Avatar), Editor Jim Haygood (Tron), and FX house Digital Domain (2012, Transformers, The Curious Case of Benjamin Button) - just released the studio's first live-action 3D commercial to promote Samsung's state-of-the art 3D LED TV. The spot represents an important step in the evolution of production as 3D is downsized, made more accessible, and reconfigured for a mass audience.
Dubbed "Wonder-full", the spot is the first of Samsung's 2010 "Dedicated to Wonder" campaign that features a family of three who, on a visit to an aquarium, conduct the improbable feat of slicing out a large cube of water, fish intact, lashing it to the roof of their car and driving it home, where the father sets the square on the living room entertainment center and compresses it into the new ultra slim Samsung 3D LED TV. As the family relaxes on the couch, Samsung 3D active glasses on, a stream of sea creatures pours from the screen and appears to hover over them in the living room, giving the sensation of 3D action even to viewers watching in 2D.
"We needed to come up with a way to promote the 3D concept to an audience that's still basically 100 percent viewing this in 2D," noted TWiN. "It required a really careful coordination between the live action and VFX teams to strike exactly the right mix of the two platforms. Luckily we had some of the best talent in the industry to help us along - Mauro and Jim are legends, and Digital Domain has been behind more important VFX revolutions than we can count. With that level of talent to work with, a positive outcome was almost inevitable."
"TWiN is emblematic of Rabbit's constant drive to stay ahead," noted Rabbit EP Douglas Howell. "This is a very exciting time in the history of production. We believe 3D is going to be mainstream far sooner than anyone thinks and Rabbit is in the vanguard of studios that will be ready to adapt the format on a wide scale."
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Spots Title: Wonder-full
Air Date: March 2010
Agency: Leo Burnett
EVP/ Executive CD: Bob Price
Executive CD: Mark Gettner
CD: Mike Doyle
SVP/ EP: Vincent Geraghty
SVP/Account Director: Trent Buterbaugh
Account Director: Melanie McCord Behling
Prod Company: Rabbit
DP: Mauro Fiore
EP(s): Douglas Howell, Joby Barnhart
Head of Production: Jeff Sommar
Producer: Shelby Ross
Production Supervisor: Jay Spangler
Asst. Production Supervisor: Lana Greenaway
Editorial: Union Editorial
Editor: Jim Haygood
EP: Michael Raimondi
Post/Effects: Digital Domain