Video advertising in a new dimension
KIA's new special project on Youtube allowed users to take a broader look at the video capabilities in the literal sense of these words. The three-minute commercial of the KIA Optima sedan was filmed using the still very rare 360-video technology. As you watch the video, the viewer can “rotate his head” in any direction and observe what is happening around the camera.
The main character of the video conducts a small tour of the auto show, in which three KIA Optima sedans are presented in different colors. The actor moves from one car to another and invites the viewer to follow him, using the possibilities of three-dimensional viewing. “This is the first Russian use of such technology in advertising on Youtube. And in my opinion, it’s very impressive, ”comments Nikolai Antonov, Google’s account manager.
')
Habr's readers, however, are more likely to be interested in implementation nuances. Vadim Igonin, creative director of digital-agency DEFA Interaktiv, who implemented the project, shared interesting details of the non-standard filming process especially for Habr:
- Since the special equipment takes six lenses at the same time in all directions, the creative group is literally no place to sit. There is no place to put the light, so we searched for the salon with maximum natural light and chose a sunny day. When preparing for the shooting, we turned to different advertising directors. It is useless: people who are accustomed to thinking in a rectangular picture, categorically could not understand the task. How would it not be a professional light and a teleprompter? I had to do everything myself. It turns out that the director of non-standard digital-video can only be someone who understands digital more than video. Well, the shooting process itself was difficult. Of course, the entire three-minute scene had to be shot with one double. Only once from the twenty-fifth happened.
Why was this non-template solution chosen to promote the car? The mission of KIA Optima in the Russian market is to change the idea of ​​the brand, inviting many to think about buying a business sedan from KIA for the first time. “Optima is changing consumer perceptions, expanding the boundaries of the possible. This is what we wanted to emphasize when we developed this idea, ”comments Vadim Igonin.
The main character of the video conducts a small tour of the auto show, in which three KIA Optima sedans are presented in different colors. The actor moves from one car to another and invites the viewer to follow him, using the possibilities of three-dimensional viewing. “This is the first Russian use of such technology in advertising on Youtube. And in my opinion, it’s very impressive, ”comments Nikolai Antonov, Google’s account manager.
')
Habr's readers, however, are more likely to be interested in implementation nuances. Vadim Igonin, creative director of digital-agency DEFA Interaktiv, who implemented the project, shared interesting details of the non-standard filming process especially for Habr:
- Since the special equipment takes six lenses at the same time in all directions, the creative group is literally no place to sit. There is no place to put the light, so we searched for the salon with maximum natural light and chose a sunny day. When preparing for the shooting, we turned to different advertising directors. It is useless: people who are accustomed to thinking in a rectangular picture, categorically could not understand the task. How would it not be a professional light and a teleprompter? I had to do everything myself. It turns out that the director of non-standard digital-video can only be someone who understands digital more than video. Well, the shooting process itself was difficult. Of course, the entire three-minute scene had to be shot with one double. Only once from the twenty-fifth happened.
Why was this non-template solution chosen to promote the car? The mission of KIA Optima in the Russian market is to change the idea of ​​the brand, inviting many to think about buying a business sedan from KIA for the first time. “Optima is changing consumer perceptions, expanding the boundaries of the possible. This is what we wanted to emphasize when we developed this idea, ”comments Vadim Igonin.
Source: https://habr.com/ru/post/140479/
All Articles