Making Of: Telit “Internet of Things” Video
Aug 14, 2014
Picture a particularly wonderful set of Russian nesting dolls. Now take that concept and imagine your GPS…inside this ornate piece of technology is a smaller but equally intricate and powerful piece of technology.
Telit technology. A tiny chip that powers the wireless transmission of machine-to-machine (M2M) communication, present in so many of the amazing machines we have come to rely on, but rarely seen by the naked eye. With the realization that most people never have the chance to see the components of great technology, we created a video that would give them just that – an eye on the inside.
The concept arrived upon by the team allowed the viewer to actually see the Telit module by visually breaking the technology apart – turning a complicated piece of technology into something that can easily be understood by the average consumer.
Watch the full story:
The photorealistic approach made the visual style harder to pull off. As explained by Derick Childress, Art Director, “The human eye is really good at telling whether or not something is real, so we had to take into account all of the details… the way the light reflects off of something, the way a shadow is cast, you can’t take any shortcuts.” Derick built out the 3D breakdowns by using technical drawings and gadget blueprints for reference and ensured that each break apart had structural integrity.
Sorin Voicu, Senior Motion Graphics Designer, addressed the additional layer of complexity imposed by the time constraints, and the group decision made to sacrifice sleep for quality. A process called High Dynamic Range Imaging (HDRI) was used to quickly integrate the computer generated objects into the live action footage that had been shot on set, while keeping the lighting and motion identical. HDRI is the process of taking multiple exposures of every angle of your set, combining those into one spherical panorama so that the result is a perfect recreation of the lighting shot on set. Additionally, because most of the live action shots were filmed with a moving camera, a virtual camera had to be built to re-create the motion and style on the computer generated images. Techniques like HDRI are typically used on high end visual effects movies, and allow lighting and effects to be re-created quickly and accurately.
For Telit the resulting video was more than just a deliverable- it helped Telit’s audience truly understand the value of their products for the first time. “The most common comment we got throughout the event was ‘this is amazing, now we get it’…it’s been 10 years trying to get to this point”- Joe Braga, Global Head of Brand & Marcom, Telit Wireless Solutions
Props to the team that worked long days and nights to make this happen:
Derick Childress– Art Director
Tyler Jackson– Associate Creative Director
Sorin Voicu- Senior Motion Graphics Designer
Erin Grohs– Executive Account Manager
The Finished Product: