CASE STUDY CGI TROMPE L'OEIL
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Transcript of CASE STUDY CGI TROMPE L'OEIL
CASE STUDYCGI TROMPE L’OEIL
CLIENT: CANON USA
BACKGROUND• 360i hired Marcel Laverdet to create a series of (5) five CGI “Trompe L’Oeil” scenes for
installations around NYC on May 16th and 17th.
• Canon would be using the scenes to promote their upcoming series of wifi enabled Powershot cameras. The cameras upload photos directly to Social Media sites, giving the user to the ability to use Canon technology to capture extraordinary photographic detail in their postings- far superior to photographs taken on the highest resolution smartphone.
CHALLENGE• To create 10’ X 20’ foot 3D pavement drawings that reveal the timeworn, “Ground Breaking”
world below NYC, within a two week deadline. • Develop the Technical Specifications for the renderings, and apply the proper amount of
distortion, in post-production, to achieve the “Trompe L’Oeil” effect at the distance and height of each Canon Powershot photo installation.
• Create drawings to promote Canon’s “BeReady” new series of Powershot cameras, that allow the user to upload photos directly to their social media pages.
PHASE 1Technical: Client Layout and Directive – Camera Mapping
The team determined the live area for each ground installation by gridding out the 10’ x 20’ live image area.
PHASE 1Technical: Client Layout and Directive – Camera Mapping
Determine camera height: Determine camera distance to front edge: 60"-66” from ground 78” from front edge
PHASE 1Technical: Client Layout and Directive – Camera Mapping
Determine camera angle tilt: Determine Camera for CG rendering: 10% forward tilt
Camera Lens: 80mm lens
PHASE 2 Image Development of Master Hole
Low Resolution ColorTest Render
Low ResolutionDistortion Test
PHASE 3Image Development of Specific Speakeasy Visual
Grayscale Test for Speakeasy Visual
Low Resolution Color Test for Speakeasy Visual
Full Color Final Visual
PHASE 3Image Development of Specific Speakeasy Visual
Full Color Final Distortion
PHASE 4Final Art for Client Approval
Solution: Creation of CGI Trompe L’Oeil images at select locations around NYC for people to experience the “wow effect” of the “Be Ready” Canon Cameras.
Final Trompe L’Oeil Installations
Highline, NYC
South St. Seaport, NYCHudson River Park – Pier 84, NYC
Hudson River Park – Pier 63, NYC Pier 17, South St. Seaport, NYC
The final CGI Renderings were rendered at @ 100 dpi, then distorted, in post-production, to achieve the “Trompe L’Oeil” effect at the specific camera distance and height determined during the earlier Technical stage. Then, each visual was printed out on large format printer, and staged with props and models to enhance the effect. Each installation location was set up with multiple Canon Powershot wifi enabled cameras.