Sony has this week unveiled a series of new adverts it has created for their PlayStation Store, which have been produced by the creative agency Studio Output and the Marshmallow Laser Factory. The team used a range of advanced technology to create the adverts’ visual effects, which incorporate projection mapping, props, and motion-tracking to create amazing effects. This innovative approach has allowed Sony to push the boundaries of traditional advertising, creating a more immersive and engaging experience for viewers.
Innovative Technology Behind the Adverts
The adverts are a testament to the cutting-edge technology employed by Sony and its creative partners. Projection mapping, a technique that projects images onto irregularly shaped surfaces, is used to transform ordinary objects into dynamic visual displays. This method allows the adverts to create a sense of depth and movement that captivates the audience. Additionally, motion-tracking technology ensures that the visuals remain perfectly aligned with the physical props, creating a seamless blend of the real and the virtual.
All three movies you can view after the break were shot in real-time without any post-production, with everything you see being created by the lens of a camera. This approach not only showcases the raw talent of the production team but also highlights the capabilities of the technology used. Enjoy!
PlayStation Technology in Action
All the films were shot using PlayStation’s own “Move Controller” and “EyeToy” technology and use 2D video projected onto a virtual 3D environment. The Move Controller, known for its precision and responsiveness, allows for intricate and accurate motion capture, which is crucial for the fluidity of the visual effects. The EyeToy, a camera device that tracks player movements, further enhances the interactivity and realism of the adverts.
The combination of these technologies creates a unique viewing experience that blurs the line between the physical and digital worlds. For example, in one of the adverts, viewers can see how the projection mapping transforms a simple room into a vibrant, interactive environment, responding to the movements of the actors in real-time. This level of interactivity is rarely seen in traditional advertising and sets a new standard for what can be achieved with modern technology.
These adverts not only serve as a promotional tool for the PlayStation Store but also as a showcase of what can be achieved with the right combination of creativity and technology. By leveraging their own gaming technology, Sony has managed to create a series of adverts that are not only visually stunning but also highly interactive and engaging.
Source: Technabob : Agency Spy
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