Behind the scenes of adidas Formotion 360 series
21/06/2021
--
--
--
--
width=1280 height=720 class=wp-image-0 lazyload data-orig-src=https://www.sgo.es/wp-content/uploads/maxresdefault.jpg />
--
--
In a recently published new product line campaign, adidas launched a set of 360 videos, created by agency Grow and Light Sail VR. Their post-production system of choice was SGO's full-finishing and color grading solution, Mistika Boutique.
--
--
data-orig-src=https://www.sgo.es/wp-content/uploads/Matthew.png alt class=lazyload img-responsive wp-image-463617/>
--
Matthew Celia, Co-founder at Light Sail VR and Director of adidas FORMOTION 360 series, says that the core idea of the project was to give women the opportunity to see how clothes move and fit across a variety of activities. This is something that can get lost in the traditional 2D approach, which is often filled with quick cuts and cropping that makes it hard for consumers to decide if the product is right for them. With 360 video, there is no hiding. What you see is authentic.
--
--
VR format in tune with the product conceptSpotlighting different products from the FORMOTION collection, the four 360 videos allowed women to choose which person they wanted to follow and see how the product fits. For Matthew, it was all about giving the audience the freedom to watch who they want, when they want. It felt very in tune with the whole concept of FORMOTION, which I understood to be a product line designed by women, for women, that moves and shapes no matter what your body type is. I like that sense of empowerment and I feel that as a director, ceding control of the frame is a similar sense of empowerment for my audience. Let them see the product in action, full body, no cuts, and give them the freedom to pick who to follow.
data-srcset=https://www.sgo.es/wp-content/uploads/Marks.04_26_35_19-600x389.jpg 600w, https://www.sgo.es/wp-content/uploads/Marks.04_26_35_19.jpg 1000w data-sizes=auto data-orig-sizes=(max-width: 1024px) 100vw, 1000px />
Mistika Boutique Inside and Out The three key functionalities of Mistika Boutique that were essential for the creatives on this project were VR Stitch, Latlong aware shapes in the color grade and easy XML import from Adobe Premiere Pro. Sometimes it is hard to visualize everything together, so to make better creative decisions, Matthew finds it helpful to be deeply involved in the post production process. Since it is a 360 video, there isn't editing persay, but I handled all of the nodal stitching and put all the pieces together from various members of my team (VFX compositing, graphics, sound, and color) to create the final product.
The team started and ended the post in Mistika Boutique. We brought in our raw footage, which was shot on the Blackmagic URSA Mini 12K and then transcoded to EXR sequences. The footage was captured using our custom nodal rig and due to the pandemic, we had a lot of individual plate shots. Each talent was actually shot separate from one another. In addition to the four talent plates, they also needed some clean ones for the ceiling and the rest of the lights that were going to be painted out later. This meant we needed rock solid stitch. In Mistika, we used the VR Stitch node to generate still frames of each plate and brought them into PTGui to create a stitching template, adds Matthew.
Once the template was completed and it was verified all of the plates unwrapped into a perfect stitch, they rendered them out individually to send to VFX, where some detailed compositing would be done to merge and blend everything together.
data-orig-src=https://www.sgo.es/wp-content/uploads/Video1_OpeningVFX01784294.gif alt class=lazyload img-responsive wp-image-463614/>
The ultimate VR Color workflowWith the final composites, the project was brought back into Mistika Boutique for the color grade. Mistika's color tools are seriously impressive for VR work how quickly and easily the colorist was able to address the feedback and create shapes, isolate colors, pull out detail and create a very high quality look that we were looking for. All in, I found it to be a very impressive workflow and it made the creative process move quickly.
data-orig-src=https://www.sgo.es/wp-content/uploads/cc_adidas.jpg alt class=lazyload img-responsive wp-image-463732/>
--
--
data-orig-src=https://www.sgo.es/wp-content/uploads/Jeff_4_sin.png alt class=lazyload img-responsive wp-image-461729/>
--
For Jeff Sousa, Senior Colorist at Dungeon Beach, having (1) a compositing layer stack, (2) an immersive and moveable VR view, and (3) Mistika's full DI tools, all within the same interface, made this challenging grade achievable. We have these four women in 360 space and each has a picture-in-picture' overlay next to them, showcasing product detail but shot on a different camera against a different background. Of course, the color of the clothing needs to be consistent. Here the VR View and Evaltree Tag team nicely. With the agency creatives supervising a live session, I was able to literally look around the 360 space, frame up the talent next to their PIPs, then tweak the clothing in both environments using the fixed vectors. By simply clicking either on the 360 plate or on the PIP clip in the Evaltree, I was able to control the colors separately, all while viewing the seamless final composite until the clothing matched perfectly.
--
--
--
data-orig-src=https://www.sgo.es/wp-content/uploads/jeff_evaltree_krishna_websmall.jpg alt class=lazyload img-responsive wp-image-463733/>
Look creation: brand-consistent and product-focussedWith a brand like adidas, the team at Light Sail VR and Dungeon Beach knew the look needed to be consistent with the high level of quality in other 2D video assets. This is a huge challenge for 360 videos, as they are often cap
Europe Stories
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
25/04/2024
AI-assisted optronics: an unprecedented European project to increase combat perception capabilities
Facebook Twitter LinkedIn The European Commission signed the Grant Agreeme...
24/04/2024
UKTV's pay TV channel Alibi joins forces with S4C and All3Media International for new legal crime drama series Mudtown
Cast set to star include Erin Richards and Tom Cullen Wednesday 24 April 2024 ...
24/04/2024
K-Hip-Hop's Biggest Names Take Center Stage on KrOWN X HAN 2024'
This month marked the return of Spotify's HAN, our collaborative program that brings the unique sounds and culture of Korean hip-hop to the world through ex...
24/04/2024
RADAR Italy Returns With 6 Artists Transforming the Country's Music Landscape
As Spotify's program to spotlight rising talent from around the world, RADAR...
24/04/2024
Spotify Partners With Les Flammes Music Awards To Celebrate French Rap
Spotify is once again teaming up with Les Flammes, the only music awards dedicated to rap, R&B, Afrobeats, and popular culture in France. Spotify helped create...
24/04/2024
Taylor Swift's THE TORTURED POETS DEPARTMENT' Becomes Spotify's Most-Streamed Album in One Week
Records smashed. History made. It's been just five days since Taylor Swift u...
24/04/2024
Authentic Perspectives
The first feature film from writer-director Shaun Seneviratne, Ben and Suzanne: A Reunion in 4 Parts depicts the struggle between love and duty as Ben (Sathya S...
24/04/2024
Melanie Georgieva Joins Panalux as Long Form Sales Director
LONDON, England (24 April 2024) Panalux, a leading rental provider of lighting and power solutions for the motion-picture industry and part of Panavision'...
24/04/2024
Deutsche Telekom Powers New MagentaTV Service With Broadpeak's Cloud DVR Solution
April 24, 2024 -- Deutsche Telekom Powers New MagentaTV Service With Broadpea...
24/04/2024
VEON Announces 2024 AGM and Board Nominees
24 Apr 2024 VEON Announces 2024 AGM and Board Nominees Amsterdam, 24 April 2024 - VEON Ltd. (NASDAQ: VEON, Euronext Amsterdam: VEON), a global digital operator...
24/04/2024
Rohde & Schwarz and IPG Automotive unveil a complete Hardware-in-the-Loop automotive radar test solution
Rohde & Schwarz and IPG Automotive unveil a complete Hardware-in-the-Loop automo...
24/04/2024
Nurturing a new look for Huntapac
Posted on 24 Apr 2024 Creating a contemporary brand update that reflects a company's strong heritage can often pose a challenge, yet its a task ICG embrace...
24/04/2024
2024-04-24
Beginning in May, a special Today at Apple series titled Made for Business will offer small business owners and entrepreneurs free opportunities to learn how ...
24/04/2024
Print beats other media channels to deliver largest ROI
% of profit volume % of advertising investment % of full payback % of sustained parback % of short-term payback % of immediate payback Full payback ROI S...
23/04/2024
Tackling lies online: the answer may be all in the mind
Psychology can play an important role in helping us understand what audiences respond to (Dr Jon Roozenbeek, Cambridge Social Decision-Making Lab) For newsroom...
23/04/2024
Spotify Reports First Quarter 2024 Earnings
Today, we announced our first quarter 2024 earnings. In a solid start to the year, Spotify reported Monthly Active Users grew 19% Y/Y to 615 million. Subscri...
23/04/2024
Spotify rapporterar intkter fr frsta kvartalet i 2024
Idag publicerar Spotify sina finansiella resultat f r f rsta kvartalet 2024. ret har inletts stabilt: M natliga aktiva anv ndare kade med 19 % j mf rt med f...
23/04/2024
Discover Your K-Pop Persona With Spotify's New Interactive Experience
In the last decade, as K-Pop cemented its status as a global phenomenon, Spotify has helped fans around the world keep their fingers on the pulse at every step ...
23/04/2024
Creative UK launches manifesto calling for more investment in creative R&D; revised approach to trade and exports
Entitled Our Creative Future, the manifesto calls for radical new action' t...
23/04/2024
Audiotonix secures landmark' investment
The company has secured investment from private equity firm PAI Partners, which also holds a stake in outside broadcasting company EMG By Jenny Priestley Pub...
23/04/2024
James Cameron backs Marlow Film Studios proposal
Cameron also said he recognised Marlow as a potential UK and European base for his new company, LIGHTSTORM 3D By Matthew Corrigan Published: April 23, 2024 ...
23/04/2024
IBC launches 2024 Innovation Awards with new categories
The five categories cover Content Creation, Content Distribution, Content Everywhere, Social Impact and Environment & Sustainability By Matthew Corrigan Publ...
23/04/2024
Pascal Fratellia leaves Olympics role at EBU
He played a central role in securing key broadcast rights, including the FIFA World Cup 2018 and 2022 By Matthew Corrigan Published: April 23, 2024 He pla...
23/04/2024
Discover what is new: Mistika Boutique and Ultima enhance conforming, rendering and project collaboration
Published On: April 23rd, 2024 data-orig-src=https://www.sgo.es/wp-content/upl...
23/04/2024
Rohde & Schwarz introduces new R&S SMB100B microwave signal generator for analog signal generation up to 40 GHz
Rohde & Schwarz introduces new R&S SMB100B microwave signal generator for analog...
23/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talent' award
Entries open from 1 May 31 July to colourists on any grading platform The Fil...
23/04/2024
Niels Steenstrup appointed CEO of Thales InFlyt Experience
Facebook Twitter LinkedIn We thank TK for his leadership and dedication to our customers' success. We wish him well on his retirement, said Yannick ...
23/04/2024
Thales opens a new System Testing Centre for German F126 project
Facebook Twitter LinkedIn On April 23rd 2024, Thales, the German Navy and German military procurement agency, BAAINBw (Federal Office of Bundeswehr Equipm...
22/04/2024
UKTV Ventures partners with Elder, in airtime-for-equity deal
22 April 2024 - Award-winning broadcaster UKTV has today announced it has invested in the award-winning online care marketplace, Elder, using its multi-million ...
22/04/2024
Taylor Swift's THE TORTURED POETS DEPARTMENT' Breaks Multiple Spotify Records in Less Than 24 Hours
It's a beautiful day to be a Swiftie. On April 19, Taylor Swift dropped her ...
22/04/2024
Adapting to Landscapes With LEE Filters
In this video, LEE Filters ambassador Jordan Banks ventures into Snowdonia National Park in Wales. Faced with less-than-ideal weather conditions, he adapts his ...
22/04/2024
Ross Video expands graphics portfolio with Bannister Lake Software acquisition
The Chameleon solution provides access to real-time data from a range of sources, enabling users to construct tickers, L-bars, snipes, web widgets and full fram...
22/04/2024
What happened in Vegas: 2024 edition
TVBEuropes editor Jenny Priestley highlights some of the main talking points at this years NAB Show By Jenny Priestley Published: April 22, 2024 TVBEurope...
22/04/2024
Rohde & Schwarz expands footprint in India by opening new state-of-the-art facility in Bengaluru
Rohde & Schwarz expands footprint in India by opening new state-of-the-art facil...
22/04/2024
Comscore at the 19th Annual Needham Technology, Media & Consumer Conference
Comscore at the 19th Annual Needham Technology, Media & Consumer Conference RESTON, Va., April 22, 2024 Comscore (Nasdaq: SCOR), a trusted partner for plannin...
22/04/2024
CODA Audio system is Crowning Glory for Brooklyn Cultural Hub
Crown Hill Theatre in Brooklyn, New York, officially opened its doors with a red-carpet event in early December 2023. The brainchild of entrepreneur and musicia...
22/04/2024
Cian Cobhin's An Taobh Tuathail marks 25 years on air
An Taobh Tuathail (ATT), RT Raidi na Gaeltachta's flagship alternative radio, presented by Cian C obh in show turns 25 in May 2024. The acclaimed music ...
20/04/2024
Taylor Swift's THE TORTURED POETS DEPARTMENT Breaks Multiple Spotify Records in Less Than 24 Hours
It's a beautiful day to be a Swiftie. On April 19, Taylor Swift dropped her ...
19/04/2024
Thank You for visiting us at NAB 2024!
Thank You for visiting us at NAB 2024! Thank you for joining us at the ToolsOnAir booth during NAB Show 2024! We were delighted to showcase our latest inno...
19/04/2024
How Spotify Approaches Safety With Sarah Hoyle, Global Head of Trust and Safety
Spotify's mission is to unlock the potential of human creativity by giving a million artists the opportunity to live off their art and billions of fans the ...
19/04/2024
Spotify and Taylor Swift Create a One-of-a-Kind Library To Celebrate THE TORTURED POETS DEPARTMENT'
It's a beautiful day to be a Swiftie. Today, Taylor Swift dropped her 11th s...
19/04/2024
How 1185 Films created the VFX on new horror, All You Need Is Death
Simon Wilkinson, head of VFX at 1185 films, talks about the technology behind the newly-released horror By Matthew Corrigan Published: April 19, 2024 Updat...
19/04/2024
Could Sony be preparing a bid for Channel 5's parent company?
The global electronics company is said to be considering joining forces with investment firm Apollo Management to bid for Paramount Global By Jenny Priestley ...
19/04/2024
EBU report highlights contribution of free-to-air sport broadcasting
The report broke the economic footprint of EBU member sports broadcasting into three main areas By Matthew Corrigan Published: April 19, 2024 The report b...
19/04/2024
Rohde & Schwarz and VIAVI support European OTIC in Berlin for O-RAN conformance certification
Rohde & Schwarz and VIAVI support European OTIC in Berlin for O-RAN conformance ...
19/04/2024
Riedel launches Bolero Connect for seamless integration with PunQtum
Wuppertal April 19, 2024 Riedel launches Bolero Connect for seamless integration with PunQtum A pioneer in the field of digital intercom, Riedel has recently ...
19/04/2024
2024 ANNUAL GENERAL MEETING OF KUDELSKI SA
Ad hoc announcement pursuant to Art. 53 LR Cheseaux-sur-Lausanne, Switzerland - April 19, 2024 - The Annual General Meeting of Kudelski SA (SIX:KUD.S) was held...