FEATURE | L I DAR SCANN I NG
IMAGES Behind the scenes, the team works quickly to facilitate the creation of a perfectly rendered environment.
In any story, the chosen perspective defines how viewers assess unfolding events
DIGITISING A LUXURY LIFESTYLE With every detail of the Gaggenau promotional film shot in 8K with Red cameras, an entire house was captured and converted into a fully virtual environment – reusable and ready to be rendered for future productions. Viewers are taken on a journey through a luxury, true-to-life home to get a taste of the Gaggenau brand lifestyle. Expanding on an initial concept, Saddington Baynes crafted an original story using a visually-rich metaphor. The Vario cooling 400 series self-regulates its temperature, which in the film is represented as woodland microclimates that do much the same. Many specific product features are represented by drawing parallels to the Washington State forest environment, where we shot the perfect setting and later replicated it virtually via 3D scans. And that’s not solely a practical consideration. In any story, the chosen perspective defines how viewers assess unfolding events. This contributes to emotional reaction as much as the colour or texture of an object. Are you taking the viewer on a thrill-packed roller coaster ride… or gently guiding them from forest, to home, to appliance? Seamlessly-connected CGI and live- action shots build momentum to reveal the cooling system in an immersive experience. Every detail of the promotional film contributes to tell a powerful story using photo-real, aspirational imagery. Gaggenau’s brand audience comprises mainly high- net worth consumers who are discerning about technology and design. The film itself is a detailed sequence of macro imagery and textures, from the water droplets on leaves to concrete and wood grain. Abstract shots of food draw the eye to delicate skin surfaces, making the viewing experience as true to life as possible.
68 DEF I N I T ION | FEBRUARY 20 1 9
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