Emmy-winning production studio Iron Claw recently created a new 3D theatrical trailer for MasterImage 3D, Inc., the leading provider of 3D technology for cinema and mobile devices. The electrifying piece has been made available to all MasterImage 3D theater customers — over 8,000 screens in more than 100 countries — as well as at industry and trade events worldwide.
MasterImage 3D approached Iron Claw with a mission to create a trailer with a logo reveal that reflected their premiere 3D technology; moreover, to wow clients and moviegoers alike with a presentation of design and animation that would push the limits of stereoscopic 3D. Immersing the audience into a vibrant 3D universe, the presentation bursts from a single drop of color. The camera reverses back to the point of origin at warp speed through an intricate network of visual synapses before morphing into the MasterImage 3D logo.
“We got the sense that Sean [Koriakin] and his team at Iron Claw were big creative thinkers who love to dream up a challenge,” remarks Matt Liszt, VP of Marketing at MasterImage 3D. “Their extremely high standards drove this project, as Iron Claw worked tirelessly to make the absolute best 3D trailer in the cinema technology business, and they totally nailed it.”
“Although the message was technical, we wanted to convey it in a uniquely visual way,” says Sean Koriakin, Founder and Executive Creative Director at Iron Claw, whose experience as both a live-action commercial director and animator was brought to bear on this months-long project. “I kept coming back to the idea of making the stereo 3D tell the narrative. It was like creating a beautiful abstract painting for the silver screen in 3D.”
The trailer marks the latest example of why Iron Claw integrates different creative disciplines to achieve tailored solutions that meet the demands of its various clients, from brands to movie studios to networks.
“We liked that Iron Claw had a mix of 3D and VFX experience, as well as logo projects,” adds Liszt. “Sometimes, you get one or the other, but not many companies can check all the boxes.”
The film was created entirely at Iron Claw’s Los Angeles studio. The 3D assets were produced in Maya while mixing in practical elements from live-action footage. Compositing and color were done in After Effects and Nuke. The production concluded at a full-sized theater for the testing phase, the project’s greatest challenge, according to Koriakin.
“The most rewarding part is seeing this on the big screen and knowing it will live on for years,” says Koriakin. “Matt and [Director of Marketing] Scott [Archambault] at MasterImage 3D were awesome partners from the get-go. They supported us all the way through, and knew how to bring this piece to the finish line without any alterations to the original idea. After all, trust is essential when you’re making a stereo piece of this scale.”
About Iron Claw:
Iron Claw is an Emmy-winning production studio crafting unique visual design for exceptional storytelling. Based in Los Angeles, we partner with industry leading agencies and top global brands to create impactful campaigns through broadcast and non-traditional media. Our unique balance of art and technology is achieved by seamlessly integrating live-action, motion graphics, VFX and CG animation. Through building close client relationships, our passionate and dedicated team is able to ensure that every project is a meaningful and successful experience. http://www.ironclaw.com
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