Use 3D to weave a tale for your audience

The BFI opened its doors last week to some of the UK’s sharpest creative minds to discuss the issues and opportunities that 3D film-making presents. Headlined by Ang Lee and David Attenborough, the two day event took an in-depth view of the vast creative possibilities 3D is opening up to enhance the art form of film since the advent of digital film-making techniques.

DCM’s Commercial Director, Joe Evea, took his place on a panel dedicated to “Making 3D Sell” alongside Luke Beauchamp from Compendium Media,  James Stewart from Geneva Films and panel chairman Danny Edwards, editor of Shots magazine.

The panel agreed that 3D, as an evolving technology, is still in its infancy and will gain wider take up as it becomes more accessible. Although 3D is perceived by many to be a premium investment, advances in technology and improved distribution have seen production prices come down making the medium increasingly accessible to advertisers seeking brand association with engaging long from content.

Luke Beauchamp referenced Ang Lee’s explanation, about how film went from silent movies to sound, from black and white to colour, then from SD to HD and how now 3D is another technical invention as a creative layer that is being either led or held back by technology as it changes.

“When we first started shooting two or three years ago the rigs were much bigger, the alignment of the cameras didn’t sync as well, the workflow wasn’t as good, so as we learnt, the process became more efficient, less expensive and the content is becoming better,” says Beauchamp. “As early adopters I think we are really well placed to bring everyone else into the fold and say look ‘It’s really more enjoyable to watch.’ As we learn, the process becomes less complicated and production cheaper.”

One of the biggest challenges facing 3D in the home entertainment market appears to be educating both users and advertisers of the benefits. Joe Evea predicts that the introduction of glasses free technology will boost the distribution of 3D within the home and as 3D becomes more universal, more advertisers will come on board. “From DCM’s experience of 3D and the impact of the immersive and captive cinema environment, we know 3D works from an advertising point of view,” he says.

Luke Beauchamp believes that the addition of 3D enhances story-telling techniques in advertising: “Having been a 2D commercials producer for 20 years, it’s great to be able to a tell story in 30 seconds and have moments of impact. To add another layer of creativity is even more exciting. People concentrate on a 30 second ad as they think it’s going to be a good story. If you can make that even better by using 3D then it has to add value to the brand.”

Joe Evea told the summit how cinema has gone digital recently, which means that it is easier to get TV ads on the big screen. This makes it important, in his opinion, to demonstrate that the impact of 3D is worth the investment in a cinema specific creative. “3D is still seen as niche,” he explains, “And there is a misconception it’s hugely expensive and time consuming. But it is really worth the effort as we know 3D works in cinema advertising.”

James Stewart agrees: “We have spent a lot of time with our clients explaining exactly that. It’s not that much more expensive. It doesn’t take that much longer to produce it and the impact is huge for a relatively small investment, whether you are shooting live action at 10-20% more, converting or creating something experiential. The studies show that the impact is 20% higher, in your attention and the desire to buy the product and the ad recall. You get an incredible bump in all those categories of this study just for being in 3D, with the same content whether it’s converted or live action. So there’s a compelling argument.”

Stewart went on to explain the PR-ability of a 3D ad campaign that launches in cinema first, supported by a press release before playing out in 2D in cinema, on TV, online, tablet, mobile, viral and everything else.  “They still like the wow. And every client we have taken into 3D has never regretted it or thought it was too expensive ‘They’ve always thought wow that was fantastic.’”