Drive created a unique 4DTV commercial for telecommunications giant eircom, that aired on TV and in cinemas in Ireland, the first time that this technology has been employed on commercials for TV broadcast.
Drive started by building a pixel-perfect UV texture map of the entire set which was then used as a template onto which Drive’s 3D team constructed computer-generated content. All of the camera moves had to be set in stone prior to filming in order to build and render the CG content from the right perspective throughout.
The motion graphics team spent an incredible 1,530 animation hours working on the commercial over 17 days and an additional 4,500 render hours in the studio to create this effect.
Drive CEO Ben Fender explains “The result was a fully mapped and immersive projected environment, which allowed the live actors on set to interact with the projected content in a way that hasn’t been seen before in TV advertising.”