The production of a spectacular stereoscopic “leader” for Ster-Kinekor Theatres has firmly positioned Spectrum at the cutting edge of the 3D revolution which is not only transforming the cinema industry, but is also radically expanding the realms of advertising and branding - both on and off the screen.

The highly creative and enthusiastic Spectrum production team, always ready to conquer new creative   challenges, has transformed the Ster-Kinekor’s brand essence - “Your Happy Place” - into an exciting, living 3D vortex of happy elements swirling in a liquid funnel of fun, from which the brand’s logo – emblazoned in giant 3D letters - bursts forth, creating an unforgettable cinematic experience even before the 3D movie unfolds on the big screen.

Harnessing the power of stereoscopic imaging or "real 3D" in their post-production facility, the Spectrum production team under the direction of Chief Creative Officer Dinesh Diar - one of industry’s most respected creative talents - has demonstrated just how 3D technology has shifted the boundaries of advertising and branding. The spectacular stereoscopic “leader” for Ster-Kinekor – Spectrum’s partner within the Primedia group – firmly positions Ster-Kinekor at the leading edge of the 3D mania sweeping the world in the mind of every cinema-goer across all ages and genders, creating a visually enticing brand experience that literally jumps off the screen and seems so vibrantly real and alive, viewers will be tempted to reach out and grab it!

The phenomenal success of this stereoscopic project makes it only more remarkable that it was a first for Spectrum. “It was an evolving, consultative progression,” comments Diar. “We created the visuals and sounds to bring the Ster-Kinekor brand concept to life, and together with their team, went through a process of crystallisation - cutting, polishing and refining - until four months later, we arrived at the exciting finished product.”

Victor Jacobs explains that this process was enabled by the creative application of stereoscopic or 3D imaging and state-of-the-art technology. “Stereoscopic or 3D imaging is a technique that creates the illusion of depth in an image by presenting two offset images separately to the left and right eye of the viewer. The two 2D images are combined in the viewer’s brain to give the perception of 3D depth,” he says.

The DVS Clipster System - the first software of its kind in South Africa – enabled Spectrum to synergise the visuals and sound to create a riveting viewing experience that truly brings the “wow factor” up close and personal. “While most production companies leave the sound for last, our team at Spectrum believes in a collaborative process between the animation and sound from the beginning,” comments sound engineer Anthony Mearns. “As the soul of the visual body, sound is a crucial element in the entire design process,” he says passionately.

A stroke of design brilliance, the concept of the animated vortex is thematic, which means that the elements can be adapted for special occasions and specific movies throughout the year. “The content can be re-purposed for different Ster-Kinekor campaigns easily and cost-effectively, ensuring the ‘leader’ remains fresh and exciting, while still maintaining the consistency and recognition of the brand,” comments Diar.

The “leader” has been so well received by both Ster-Kinekor and its audiences, it has created an opportunity for Spectrum to harness the power of stereoscopic or 3D imaging to push the boundaries of advertising and branding even further. Spectrum’s technical team is editing the content to be compatible with Ster-Kinekor’s 2D screens, while Ster-Kinekor will be using the visual elements from the “leader” for their upcoming print and outdoor advertising campaigns.

Experience the future of branding – trail blazed by the stereoscopic tech-wizards at Spectrum - at any of the 3D Ster-Kinekor theatres nationwide.

 

For more information about stereoscopic or 3D production, please contact Dinesh Diar on 011 691 6900 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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