At the Geneva international press conference, the CEO of Volvo Cars, Stephen Odell declared the following about the all new Volvo S60:

“- The most dynamic Volvo ever”

“- Without compromises”

“- Every single detail is in total harmony”

Edithouse was asked to create all the films on display before, during  and after the reveal of the car and the following press conference. Together with Michael Matson at A+A, Edithouse came up with the concept of Genesis. “We drew a parallel  with genesis and how the new Volvo S60 evolved from nothing to end up being one of the most advanced, fun to drive and safe Volvo ever created.” says Niclas Bergman, project director. We spent 2 days on set taking all the angles and shots we needed according to the storyboard. The big difference on this project was that we had intentionally made room in the schedule for improvisation. Trying new, more aggressive angles, playing with lenses and light. Almost everything we did during this exercise ended up in the final film.

Besides the main screen that measured approximately 10*5 meters we also delivered material to 6 smaller screens that matched the main screen.

Se the movie here:

When Mediatec Dream Team produced graphics for TV channel Teleclub Sport, they contacted edithouse to help them out with design and animation. The graphics would be used for the live football broadcasts of the Swiss Super League, the largest league in Switzerland.

Mediatec has developed a graphics system for television, Gaudi, which consists of two parts: a graphics engine and a steering platform. With the steering platform, the press of single-button presents the player’s name, position in the match and so on. What distinguishes their system from others is the support for 3D layers, which makes it ideal for using advanced graphics live.

“We started with developing a design that worked well with Teleclub’s own profile, “says Andreas Jonason, 3D graphics designer at edithouse. “Both animated and fixed elements had to be produced and we tested them in MediaTec’s Gaudi to ensure that they worked as intended. After Teleclub approved the tests we started to produce. ”

Each plate consisted of a variety of elements that Mediatec then assembled in their editor based on the edithouse design. In order to maintain interactivity, so that the names of players, teams, reporters and match status could be modified live, all the animations had to be done twice: first by Andreas as reference, and then in Mediatec’s Gaudi.
“There were hundreds of different plates and tables, which all followed specific templates. Luckily we were able to produce several elements that we could re-use. All in all, there was about 9 different groups, or types of signs, such as nameplates, clock, tables, backgrounds and so on.”

There is an estimated 33.4 million people living with HIV around the world today, with 7400 new infections every day. The Joint United Nations Programme on HIV/AIDS helps mount and support an expanded response to AIDS – one that engages the efforts of many sectors and partners from government and civil society. As a step to expand informal and established networks to include more people interested in HIV and help everyone engaged maximize resources for a stronger AIDS response, UNAIDS has created a social networking site called AIDSspace.

Edithouse was commissioned to produce a 60 second film that introduces AIDSspace and its value to the community.

“From the time of commissioning Edithouse to the project delivery deadline we had 1 week,” says Anders Hjelmström who acted as both director and editor on the project. “We normally would turn down a job with such an aggressive timeline. The reason we decided to take the challenge was the staff at UNAIDS. They were very motivated and willing to put in the extra time needed for this project to happen. It was head on from the very start. After discussing the project with UNAIDS and listening to what they were trying to achieve with the film there was no time to lose. The storyboard we created for this film must have been the fastest produced storyboard in the history of Edithouse. Thanks to the fast response from UNAIDS regarding the storyboards we were able to start planning the shot in a very short time span.”

“We decided in the very early stages of the project to use the Canon 5D markII as there wasn’t enough time or budget to rent a studio. So instead we dismantled some of the ceiling and with the help of a homemade tripod we mounted the camera to the roof to get the desired angles.”

“The only thing we bought for this project was a sketchbook to draw in and the music, everything else is in-house, from camera to lights. One of the great advantages of working here at Edithouse is the asset of great talent and that we are rather subsistence regarding camera equipment,” says Anders. “Tobias Garsell is really good in drawing so it came natural to let him do all the drawings in the film. Alex De Castillo was the DOP and Daniel Wallenius supervised the 3D.”

“During the duration of the whole project, we made sure that UNAIDS had ongoing access to the material to avoid any errors and to be able to do any necessary adjustments on the fly. Everything has worked out excellently. The client is very satisfied with the final result. We delivered on time and for those who are curious the film can be seen at www.aidsspace.org

“Edithouse has always aimed at being the place to go to for creativity, inspiration and knowledge. The phenomenon TED stands for Technology, Entertainment, Design; all cornerstones in edithouse day to day business, so when we had the opportunity to help out sponsoring TEDx Göteborg there was no hesitation from our part,” says Niclas Bergman, founder and CEO of edithouse.

“The respons has been overwhelming and unfortunately there is only a limited number of seats. Nothing is final yet, but with a little bit of luck the event will be live streamed. But as with all TED conferences, every presentation will be available on the net afterwards.”
The first TEDxGöteborg is scheduled for November 28. See you all there

For more information http://www.tedxgoteborg.com/TEDxGoteborg/TEDxGoteborg.html

About TEDx, x=independently organize event
In the spirit of ideas worth spreading, TEDx is a program of local, self- organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x=independently organized TED event.
The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.*
(*Subject to certain rules and regulations)

About TED
TED is an annual event where some of the world’s leading thinkers and doers are invited to share what they are most passionate about. “TED” stands for Technology, Entertainment, Design — three broad subject areas that are, collectively, shaping our future. And in fact, the event is broader still, showcasing ideas that matter in any discipline. Attendees have called it “the ultimate brain spa” and “a four-day journey into the future.” The diverse audience — CEOs, scientists, creatives, philanthropists — is almost as extraordinary as the speakers, who have included Bill Clinton, Bill Gates, Jane Goodall, Frank Gehry, Paul Simon, Sir Richard Branson, Philippe Starck and Bono.
TED was first held in Monterey, California, in 1984. In 2001, Chris Anderson’s Sapling Foundation acquired TED from its founder, Richard Saul Wurman. In recent years, TED has expanded to include an international conference, TEDGlobal; media initiatives, including TED Talks and TED.com; and the TED Prize. TED2010, “What the world Needs Now,” will be held Feb 9-13, 2010, in Long Beach, California, with a simulcast in Palm Springs, California. TEDGlobal 2009, “The Substance of Things Not Seen,” will be held July 21–24, 2009, in Oxford, UK and TEDIndia will be held in November 2009.

380 short films with alpha included, an animated backdrop consisting of both photos and 3D buildings, and a combination of filmed and digital humans in the foreground. This was what edithouse had to deliver to Euro RSCG 4D in order for the new C30 site to be launched.

“The demand for web-related film has increased over the last 6-8 months,” says Niclas Bergman at edithouse.” We have been keeping close focus on just how film is used on the internet over the last 2 years and it just keeps growing - the lines are beginning to blur and film is now becoming an integral part of the whole, just like here. ”

Under the slogan “More to Life” the idea was that you as a visitor of the new site would be able to write short messages to other visitors, which then were deployed as a physical text by the people in the square. Everything would appear with a “Stop-motion”-like effect. It was a unusual idea and provided fresh challenges since it all ultimately had to be compiled in flash. After many meetings and sketches regarding how it should all be technically solved, it stod clear that edithouse would have to deliver a very comprehensive list of sequences.

“Euro RSCG 4D had a pretty clear picture of how they wanted the square to look and feel,” says Andreas Jonasson, who was responsible for the digital background. “Originally the idea was that we would use an actual square but it ended up with us creating it digitally, completely from scratch. The advantage of this was that we could control the light, the people and the environment. The biggest challenge was in creating a pleasant lighting, that still felt realistic. It should be late afternoon but without giving the impression of being dark or dim. We wanted the square, the people and the ambiance to give you a sense of festivities, and I think we succeeded with that.”

In time for the opening of Marieberg’s shopping mall in Örebro, the agency Bulldozer in Karlstad was asked to produce 3 commercials. “We had done a similar local job and Marieberg really liked it,” says Pontus Rolandsson, project manager at Bulldozer

“We already had very good relationship with edithouse and therefore it was natural to contact them when we took the decision to shoot with the RED. We know they have the technical as well as creative skill.”

Edithouse assisted with camera as well as with technical staff to ensure everything would run as smooth as possible during the shoot. Afterwards colorist Anders Hjelmström at edithouse completed all versions for TV and cinema. “Always a pleasure to work with Pontus and Bulldozer.” says Anders. “They know what they want, but if you have an idea that improves the content, they have no problem incorporating it. When you give and take on equal terms you usually get very good products in the end - and we did.”

To color grade a movie or a TVC is very much to enhance and improve what’s already there. You’ve got the material you’ve got. If there’s no color information in the image you’re working with, then you’re rather limited as color grader. “With that in mind it was a lot of fun to go through the material that Carl and Jim from Relax film brought with them from the shoot,” says Anders Hjelmström, color grader at edithouse.

“The photographer, David Hellman, had done a brilliant job and there was some beautiful images to work with. As a color grader, with material this good you can’t be other than grateful. You don’t have to spend time on the purely technical grading, but instead move on to being creative. This is the 3rd or 4th job I do with Carl and Jim and it feels very nice to have them coming back. I knew the Nelly job would be fine as I leafed through the treatment that Stendahls had. This was undoubtedly the most ambitious job I’ve done for them and I’m glad it turned out as good as it did.”

“We played around with different shades and tonal ranges a bit, but decided pretty soon to move towards the blue tone you see in the final result. In addition to the grading there was some painting to be done as well. Furthermore, we added a slight camera movement and some flicker to reinforce the feeling of a classic hand-cranked movie camera. Everything was shot on RED, and once again the camera confirmed that the digital format is here to stay. The color range is fantastic. The offline was cut in AVID and then we lifted the whole project into Flame where it was graded and compiled. ”

]]> http://edithouse.se/2009/09/edithouse-adds-color-to-nellyedithouse-satter-farg-pa-nelly/feed/ http://edithouse.se/2009/09/c30-styling-kitc30-styling-kit/ http://edithouse.se/2009/09/c30-styling-kitc30-styling-kit/#comments Wed, 30 Sep 2009 07:51:15 +0000 admin http://edithouse.se/?p=824

Towards the end of summer Edithouse was commissioned by ad agency SCP to make three
films that presented the Volvo C30s new accessories and styling kit. Besides being presented in traditional ways, the films were also to be projected onto the windows of a specially constructed Volvo C30 at the Frankfurt Motor Show.

“It was both a creative and a technical challenge to create films that would be displayed in several different ways, and although time was limited I think in the end the result looked very good,” says Johan Tunell at Edithouse who created the films.

The films show the accessories you can adorn the C30 with, and the interior and exterior styling options available.

“There was no footage shot for this project, so I worked with still images and graphic elements. In our Smoke I constructed a virtual studio that I “placed” a styling kit equipped C30 in. With the help of different angles, camera movements, transitions, graphic and text elements arranged in depth, I tried to create the illusion that there actually was a real car, filmed in a studio. As icing on the cake I then added animated arrows that landed on the different styling details. ”

“There are several cool styling features in these films and if I had a C30, I would have been more than a little keen on acquiring them, “says Johan and continues with a laugh “… but I travel by bus, so that’s not gonna happen!”

In mid-September, the 63rd International Motor Show was held in Frankfurt. Volvo showed off their upcoming news in a booth largely characterized by a slightly different form of graphics.

“On a motor show there is much that looks alike. As a matter of fact - the best way not to be seen is to have a big screen with car footage on it, because that’s what just about everyone else is doing,” says Niclas Bergman at edithouse. “If you want to be seen you have to come up with something that doesn’t just blend in with the rest.

“Right from the start we leaned heavily towards doing something that was strongly influenced by early 80’s computer graphics,” continues Tobias Garsell. “The main reason for this was that we had 5 low-resolution displays put together with 2 high-resolution displays. We realized that there’s no way we’d be able to match them in any sensible way, so we went in the other direction instead - exaggerated low-resolution 2D graphics on the five bottom displays which then moves up to the top displays and becomes high resolution and 3-Dimensional.”

To solve this technically turned out to be a challenge. Visually is should feel like one big space with graphic elements that move freely. In reality, there was 7 screens that differed in both size, resolution and framerate, and with multiple video sources. “We built a small virtual exhibition set in the computer so we could view the different films together,” says Anders Hjelmström. “If an object moves from one screen to a another both color, shape and position have to remain the same, even if it travels between two completely different screens. When there’s so much at stake this was the only way to be completely sure. “

Autovision annually rewards the foremost within the automotive film industry. This year the festival took place at the International Motorshow (IAA) in Frankfurt. Among 238 competing submissions edithouse won silver for S60 Concept Launch. “Since Autovision is focused on automotive films the competition is quite fierce, and that makes this award even more fun to get,” says Niclas Bergman at edithouse.
We would like to take the opportunity to thank A+A Communications and all involved in the project.

Mer information om filmen finns här.