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Category Archives: Advertising

At 3ality Digital, we’ve made it pretty clear that our whole reason for being is to enable everyone to create great 3D entertainment.  Where’s the joy in keeping it to ourselves?  We’ve designed our systems to work with existing infrastructure, to use familiar controls, and to produce super-accurate imagery right from the camera.  (We love our post-production friends, but “fixing it in post” is not really an option we believe in — use your post time for fun stuff.)   We also know that you have no time for a middleman — we’ll train you how you use our gear, so you can do it yourself.  No need to hire us and a custom truck for every single job.  We put you in charge of your own shows.  Don’t believe us?  Why not ask Sky? Or the NHL?  Or Fox Sports?

However, we know you have to do your due diligence.  So we’ve designed a set of questions you should ask any potential 3D technology provider.  We’ve even uploaded them as a PDF, so you can print them out and take them with you.  Just click here:  3D tech provider questions.   And the next blog post will feature our answers to those questions, so you’ll have the very best of benchmarks to use for comparison.  If we don’t have significantly more, er … dimension … than anyone else, we’ll eat our figurative three-dimensional hats.


I'll take them in tortoiseshell, please.

I gotta wear shades.  3D shades, as a matter of fact.   The geniuses at Microvision Optical have been working away on special polarized lenses that work with passive-glasses 3D displays (see our friends at RealD for the most popular in-cinema system).  Bonus feature:  they also double as sunglasses.  And they’re stylish, to boot, as you can see from the photo of our newly-acquired tortoiseshell pair, above.

We hear that the folks at Microvision may not even get a holiday break, they’re so busy working on special versions of the glasses for companies like Fox and Coca-Cola.  And lest you think the glasses are only good for movie theaters, please be advised that they work with the new polarized 3D TV’s from JVC and Hyundai — and are also useful for those giant LED displays from the busy bees at Sony.    Meet me in Times Square — and bring your 3D shades.

P020109PS-0339Over the past year at 3ality Digital we couldn’t help but notice that, regardless of political position, nearly everyone loves 3D.  So we were understandably delighted when the White House release its official Flickr Photo Stream to celebrate the 100th day of Obama’s presidency — and, voilà, there it was:  a shot of the First Family watching the Super Bowl halftime in 3D–which included the 3D Sobe Life Water commercial we shot with Arnell, featuring CG work by Digital Domain, and the euphoria-inducing dancing talents of Ray Lewis, Justin Tuck and Matt Light.

Obviously, a good time was had by all (rumor has it that Obama’s a Steelers fan).  And, while we handily understand that great leaders often think differently, we couldn’t help but notice that the POTUS is wearing his glasses inside-out.  Malia and Sasha, would you help your dad out with this one?

Shooting the 3D live-action "Lizard Lake" footage.

Shooting the 3D live-action "Lizard Lake" footage.

We’re all familiar with March Madness.  But are you familiar with March Adness?  It’s just as dynamic, and from our point of view, incredibly fulfilling.  Why?  Well, because Sobe’s “Lizard Lake” is competing today for a chance to go to the Final Four.  As you might recall, we had a little something to do with this commercial — which was the first 3D commercial to air on network television, during Super Bowl halftime, no less.  So go cast your vote, and do it today, as there are only 14 hours left in the competition.  Lee the Lizard may just do a little 3D jig of happiness in return.

Behind the scenes at Sobe's "Lizard Lake" shoot

Behind the scenes at Sobe's "Lizard Lake" shoot

Our friends at Box Office magazine have posted a great story on the future of cinema advertising— and it’s about 3D, naturally.  With 3D movies continuing to draw audiences and post strong box office results, it’s a natural fit.  Cinema advertising network Screenvision has been an early supporter of the format, and has already tested spots overseas for Fiat, Red Bull and Vodaphone.  Screenvision currently reaches nearly 1000 3D screens across the country, and the number is growing every day, as more cinemas convert to digital projection formats.  Greater reach — and the greater recall delivered by 3D — are clearly presenting an innovative opportunity for brands seeking new ways to efficiently reach audiences.  With a full slate of 3D films set for delivery over the next two years, and with a growing pipeline of live 3D events set to be broadcast to theaters, this is a real and powerful phenomenon.  We here at 3ality Digital are excited to support its growth, and we’ll take all calls from interested advertisers.  If you need to be convinced, ask us to show you Sobe’s “Lizard Lake” in HD digital 3D.  We’ll even throw in a bottle of your favorite Sobe flavor for the screening.