Over the last 10 to 15 years 3D visualisation and green-screen technology has become a necessity in advertising. It has become so prevalent, that it is rare to see an ad these days without the use of 3D visualisation or green-screen technology.
This technology provides many advantages, apart from the obvious ‘visual eye-candy’ that green-screen and 3D provide, the technology also solves many production problems, for example, any logistical issues involved in the shoot e.g. locations become defunct as 3D and green-screen technology can place the actors in any location imaginable – digitally, On the moon, in a jungle, on a beach etc. The producer can be on one side of the globe while the production team can be on another and the work can be shared via ftp technology.
Green-screen technology involves shooting actors in front of an evenly lit green or blue wall or screen, this then allows digital software to remove the green or blue parts from the video and enables an artist to place (or composite) the actors in any situation conceivable. It is rare to see a product advertisement without the use if 3D visualisation, it is used so much because of the distinct advantages it provides. The product can be lit in a way that looks better than real life, it can be animated in so many ways and have countless digital effects incorporated. Read the rest of this entry »
