Kentucky Derby Mint Juleps Served in 3D
by Benjamin von Cramon|
Creative COW Magazine : Kentucky Derby Mint Juleps Served in 3D | ||||||
Atlanta, GA: The same 3D technology that is creating new interest in Hollywood features is now creating attention-drawing audiences to specialty advertising. I was approached by Prenet Inc., a marketing company in Atlanta, to develop a unique branding opportunity for Woodford Reserve, the official bourbon of the Ky. Derby. Their concept was to utilize an HD video wall that displays a two minute program in 3D that does not require the audience to wear glasses.  Director Benjy von Cramon monitors the process of fire-curing the barrels for Woodford Reserve Bourbon. WR controls each step of the process from barrel manufacturing to the final bottling of their premium hand-crafted bourbon. Click to enlarge. My company has been an early pioneer of 3D in Atlanta, so we helped develop the creative and then managed the shoot and post. As Director, I was asked to mold their message with the technical demands of stereo imaging. In the early location scouting in Lexington, Art Director Peggy Redfern and I designed a storyboard that would capture the art and detail behind the handcrafted process of creating a quality bourbon, that matches the devotion and detail of raising a champion thoroughbred. This was not a fast-paced, effects-style 3D program, but warm, beautiful cinematography that draws the audience into the whole experience, from making the wooden barrels, through the aging process, bottling, to the final pour and topping off with a mint leaf.  Director Benjy von Cramon (background) sets a crane shot as workers hand-craft the barrels in the Louisville, KY plant. The plant supervisor (L) watches the action on a 3D anaglyph monitor.  After aging in wooden barrels, Woodford Reserve Bourbon enters the final bottling process. The crew of Benjamin von Cramon Productions captures that process in 3D working in a tight 'footprint' amid the pallets of product boxes. The marketing concept and distribution plan originated with Prenet Media. "Our goal was to reach a younger, urban demographic with cutting edge technology and linked with social media," explains Iricelis Patino, VP of Prenet. "We've created an Interactive Eco-system campaign that includes the monitor wall inside a physical three-dimensional set. The viewer will be able to interact live with the program using Facebook and other social media outlets to learn more about Woodford Reserve. Following the Derby, It's being displayed at high-traffic venues in the Soho District in New York and then other cities." Since this was a small-crew production, I not only directed but served as DP and Stereographer and was assisted by my long-time associate Ted Hartle. "We had a lot of very tight areas in their plant to shoot in," states Hartle, "so we chose to use the SI2K cameras with Zeiss Primes and the P+S Technik Freestyle rig. We recorded to the new Cinedecks using Cineform Film Scan 2 compression. On the set we used the Panasonic 17" HD monitor and set convergence using red/cyan anaglyph glasses. That allowed us to move fairly quick and created about 20 set ups on the three day shoot."  Director/DP Benjy von Cramon sets a moving shot on the bourbon distillery floor using the P+S Technik 3D rig as Assistant Stereographer Ted Hartle (seated) checks convergence.
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