1. CASE STUDY
CGI TROMPE L’OEIL
CLIENT: CANON USA

2. BACKGROUND
• 360i hired Marcel Laverdet to create a series of (5) five CGI “TrompeL’Oeil” scenes for
installations around NYC on May 16th and 17th.
• Canon would be using the scenes to promote their upcoming series of wifi enabled
Powershot cameras. The cameras upload photos directly to Social Media sites, giving the
user to the ability to use Canon technology to capture extraordinary photographic detail in
their 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 of
distortion, in post-production, to achieve the “TrompeL’Oeil” effect at the distance and
height of each Canon Powershot photo installation.
• Create drawings to promote Canon’s “BeReady” new series of Powershot cameras, that allow
the user to upload photos directly to their social media pages.

3. PHASE 1
Technical: Client Layout and Directive – Camera Mapping
The team determined the live area for each ground installation by
gridding out the 10’ x 20’ live image area.

4. PHASE 1
Technical: Client Layout and Directive – Camera Mapping
Determine camera height: Determine camera distance to front edge:
60"-66” from ground 78” from front edge

5. PHASE 1
Technical: Client Layout and Directive – Camera Mapping
Determine camera angle tilt: Determine Camera for CG rendering:
10% forward tilt Camera Lens: 80mm lens

6. PHASE 2
Image Development of Master Hole
Low Resolution Color
Test Render
Low Resolution
Distortion Test

7. PHASE 3
Image Development of Specific Speakeasy Visual
Grayscale Test for Speakeasy Visual Low Resolution Color Test for Speakeasy Visual

8. Full Color Final Visual
PHASE 3
Image Development of Specific Speakeasy Visual
Full Color Final Distortion

9. PHASE 4
Final Art for Client Approval
Solution: Creation of CGI TrompeL’Oeil images at select locations around NYC for
people to experience the “wow effect” of the “Be Ready” Canon Cameras.

10. Final TrompeL’Oeil Installations
Highline, NYC
South St. Seaport, NYC
Hudson River Park – Pier 84, NYC
Hudson River Park – Pier 63, NYC Pier 17, South St. Seaport, NYC
The final CGI Renderings were rendered at @ 100
dpi, then distorted, in post-production, to achieve the
“TrompeL’Oeil” effect at the specific camera distance
and height determined during the earlier Technical
stage. Then, each visual was printed out on large format
printer, and staged with props and models to enhance
the effect. Each installation location was set up with
multiple Canon Powershotwifi enabled cameras.