HELLO! Launches Dedicated 3D Division
Also brings in Chris Crescitelli, founder of the 3D Film Festival, as 3D Creative Director to oversee production of original stereoscopic content.
HELLO! Launches Dedicated 3D Division
Los Angeles-based commercial, music video and live event production company HELLO! has launched a new 3D Stereoscopic Division and named Christopher Crescitelli, founder of the 3D Film & Interactive Festival (which kicked off yesterday) and The Dream Factory Studio, a 3D production company, to head it as 3D Creative Director.
The new division intends to offer clients what it calls a holistic approach to creating original stereoscopic content, according to HELLO! Managing Director Line Postmyr. The new division will bring to each project directors, stereographers, producers, post production and distribution solutions.
Most recently, HELLO's directing team known as Syndrome directed a 3D animated video for Mitsubishi for in-cinema use. It features Mitsubishi’s large-screen 3D DLP Home Cinema TVs, including the mammoth 82” 3D display.
In addition to his role as founder of the 3D Film Festival, Crescitelli is also the founding member of the 3D Academy of Stereoscopic Arts & Sciences. He brings to HELLO! his creative ideology and key partnerships with 3D companies such as RealD, Sony, and Nagravision. His project collaborations cover a wide spectrum from film, television and theatrical productions to newly emerging 3D entertainment technologies and live event marketing ventures.
Crescitelli has worked with multiple brands, facilities and events, including Sony Pictures, 20th Century Fox, Honda, as well as Sundance, Cannes, and Tribeca Film Festivals.
The Dream Factory and HELLO! were recently hired to shoot and capture live musical content at a world-renowned European festival over an 11-day period. Directed by HELLO!’s David Barnard, the project included a 3D live multi-camera performance by two musical icons. One of the live performances was also simulcast in stereoscopic 3D to an outside venue, which was an innovation in itself. To date, there have only been a handful of live productions to simulcast. The festival and artists names will be announced at a later date.
Says Postmyr, “In cooperation with our strategic partners, we’re offering a true end-to-end solution for the production of original 3D ad content. We also offer assistance and guidance in distribution through a worldwide 3D conglomerate/net. Advancements are moving fast, and we’re making great efforts to stay at the forefront of the field.”
Other key 3D projects that HELLO!’s talent roster has been involved in include Barnard’s work on Keane’s debut live 3D high-def multi camera concert webcast; Director Andrew Huang’s music video for The One AM’s “Credible In The Threats”; a presentation reel for a new 3D cable network co-directed by Justin Knowles; The Crystal Method’s music video, “Drown In The Now,” directed by Alexandre Moors; as well as Moor’s post production work on Bjork’s “Wanderlust” music video.
Postmyr says that HELLO! is adopting a leadership position in the area of S3D production by being one of the first production companies to use and master new 3D technology. Its directors are currently beta testing a not yet released, first of its kind handheld 3D camera manufactured by Panasonic. The company also regularly hosts invitation-only workshops in conjunction with 3D camera and post facilities, where clients and agencies preview 3D rigs and learn about the 3D pre and post process.
Says Sheira Rees-Davies, HELLO!’s Executive Producer of 3D Content, “I’m excited about 3D and the way it adds another dimension to the creative visual experience of everything from films to sports, concerts, games, music videos and commercials. We’re poised to take advantage of our pioneering work in the realm of 3D stereoscopic content, as we’ve assembled an amazing team of experts.”
Rees-Davies will be collaborating on 3D projects at HELLO! with Crescitelli, Producer Chris Kraft and Strategic Planner Ko Kawashima.
Published Oct. 1, 2010
