BACKGROUND• 360i hired Marcel Laverdet to create a series of (5) five CGI “TrompeL’Oeil” scenes forinstallations around NYC on May 16th and 17th.• Canon would be using the scenes to promote their upcoming series of wifi enabledPowershot cameras. The cameras upload photos directly to Social Media sites, giving theuser to the ability to use Canon technology to capture extraordinary photographic detail intheir 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 ofdistortion, in post-production, to achieve the “TrompeL’Oeil” effect at the distance andheight of each Canon Powershot photo installation.• Create drawings to promote Canon’s “BeReady” new series of Powershot cameras, that allowthe user to upload photos directly to their social media pages.
PHASE 1Technical: Client Layout and Directive – Camera MappingThe team determined the live area for each ground installation bygridding out the 10’ x 20’ live image area.
PHASE 1Technical: Client Layout and Directive – Camera MappingDetermine camera height: Determine camera distance to front edge:60"-66” from ground 78” from front edge
PHASE 1Technical: Client Layout and Directive – Camera MappingDetermine camera angle tilt: Determine Camera for CG rendering:10% forward tilt Camera Lens: 80mm lens
PHASE 2Image Development of Master HoleLow Resolution ColorTest RenderLow ResolutionDistortion Test
PHASE 3Image Development of Specific Speakeasy VisualGrayscale Test for Speakeasy Visual Low Resolution Color Test for Speakeasy Visual
Full Color Final VisualPHASE 3Image Development of Specific Speakeasy VisualFull Color Final Distortion
PHASE 4Final Art for Client ApprovalSolution: Creation of CGI TrompeL’Oeil images at select locations around NYC forpeople to experience the “wow effect” of the “Be Ready” Canon Cameras.
Final TrompeL’Oeil InstallationsHighline, NYCSouth St. Seaport, NYCHudson River Park – Pier 84, NYCHudson River Park – Pier 63, NYC Pier 17, South St. Seaport, NYCThe final CGI Renderings were rendered at @ 100dpi, then distorted, in post-production, to achieve the“TrompeL’Oeil” effect at the specific camera distanceand height determined during the earlier Technicalstage. Then, each visual was printed out on large formatprinter, and staged with props and models to enhancethe effect. Each installation location was set up withmultiple Canon Powershotwifi enabled cameras.