London, April 2010 – Central London post facility Mytherapy D-Cinelab recently beat the clock to complete a stereoscopic 3D commercial for Panasonic Viera 3D full HD TVs.
Panasonic struck an unprecedented deal to sponsor all 3D movies in every VUE and Odeon cinema in the UK. But because the deal started in April, they had only three weeks to come up with a 3D commercial to announce their arrival in the 3D world with the launch of their VT20 3D TV.
The decision was made to convert an existing 2D spot to 3D. “Having worked with Mytherapy D-Cinema on other projects, including the creation of Panasonic’s idents for their sponsorship of ‘Live At Abbey Road’, he was our first port of call,” says Ash Bendelow, group account director at Panasonic’s agency, Brave. “Our close working relationship with Mytherapy’s MD Dado Valentic meant we already knew he was at the forefront of 3D production in the UK. If he couldn't do it, no one could.”
Mytherapy used existing 2D-to-3D conversion tools alongside their own proprietary systems. The spot was depth graded and 3D mastered on Iridas Speedgrade. D-Cinema mastering was accomplished using the Mytherapy’s D-Cinema mastering system, and testing was carried out using the Dolby 3D Digital Cinema system.
“Working with Dado is like watching a surgeon at work – he’s precise, honest in terms of what can be achieved and able to produce miracles,” continues Bendelow. “Not only is the client ecstatic with the result, but cinemagoers have been blown away by the spot. It really cements Panasonic’s position as the leader in 3D technology. Going forward, we shall be working closely with Dado and Mytherapy to produce specific 3D content and advertising – because he's the best in the biz.”
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About Mytherapy
Mytherapy is a W1-based post-production facility specialising in digital cinema mastering, grading and stereoscopic 3D. It is the first London facility to deal exclusively with post production, mastering and distribution of projects originated on digital cameras. With a strong emphasis on R&D, the company has developed a 3D mastering and subtitling solution, as well as developing its unique colour management pipeline for digital film cameras. Dado Valentic has been nominated for two Craft BAFTAs for grading, most recently for his work on six-part BBC comedy, The Wrong Door.
Contacts
For further information or for an image, please contact
Dado Valentic
Mytherapy D-Cinelab London
28 Margaret Street
London W1W 8RZ
T +44 207 636 6636
info @ mytherapy.tv
W www.mytherapy.tv
Facebook: www.facebook.com/pages/MYTHERAPY/11127026451
Twitter: http://twitter.com/titoheron
