Instrumentarium Turbine
June 20th, 2011

Production company Mjölk approached Piñata to produce an artificial plane and post work for the new Instrumentarium commercial. The concept from advertising agency TBWA was based around superheroes and a simple tagline: "Even the sharpest vision weakens with age." Even the ones with superpowers have to face the weakening of vision with age!

Piñata focused on creating the environment and 3D plane as realistic as possible while Mjölk was responsible for the shooting. "Before the shoot it was important that we had an general idea what the final lighting and mood were going to be like, so we could use right camera angles and lighting.", Mika, responsible for the compositing and the technical direction of the film, describes.

Markus the optician.

He continues: "I had a camera setup created in a 3D studio to assist in the shooting. With these technical documents and the mood images painted by Antti, shooting material we could easily work with was really straightforward and easy."

Piñata artist Antti painted a bunch of images of the plane and guy sitting inside to explore the tone of the commercial and assist in the pitching and ideation process. The final look of both the film and print was largely based on these paintings.

Meanwhile, Mikko and 3D artist Turkka collaborated with technical details of the plane and creating the artificial sky setup as realistic as possible. "A still image for a print campaign was made before the film production was even started, which required a lot of little details and fine tuning of elements just for the print.", Turkka says.

Final print.

However, it was possible to bring all the small details created for the high resolution print into the film through clever use of camera mapping. Mika describes the process in more common terms: "It's like using a 3D video projector and then recording it with another camera. And then playing what was recorded again on the surface of the plane... It's not very flexible for changes, but then again we knew already what we were aiming for."

Instrumentarium Compositing Breakdown from Pinata on Vimeo.

"A lot of times it's very straightforward and fast to work even a really demanding production when a lot of the conceptual research and ideation process is already done... and people really stick to that initial concept. Every party can just relax and concentrate on doing things as well as possible.", Mika concludes.

Credits

Client: Instrumentarium

Director: Mjölk

Agency: TBWA
Creatives: Mikko Torvinen, Veera Häkkinen, Eino Korkala

Sound design: Humina