Found Studio Does the Impossible for Fujitsu
The last time we checked in with Found Studio’s projection mapping it was a mind bending exercise of unbelievable proportions. They turned an entire house into a moving image, as realistic as any movie we’d ever seen. But they just took it to the next level. In a spot for Fujitsu, the international information technology company, they created images that would normally be built in CGI inside of a computer. But through their expertise and experimental nature, Found was able to capture everything “in camera.” That means that everything you see in this incredible video is how it looked in the studio on the day that they filmed the spot. Don’t believe us? They also created a Behind the Scenes video so you can get a better idea of what the process looked like.
Each element of the “effects” was created separately, and then every component was brought together into a single projection that would play on the day while shooting the final piece. Those moving images were projected onto the clean white walls of a studio and created the environments that the actors (both human and bovine) worked in. But what was truly ground breaking about this piece for Fujitsu was having projection mapping at multiple depths. For shots where the actors are interacting with invisible touch screens, the moving images were actually projected on a sheer screen that would pick up the projection, but still allow us to see beyond them. When the young boy reached out his hand and an outline of his palm and fingers appears as if by touch, that was happening in real time as well. It almost seems impossible, or truly a glimpse of the future.
In reality it would have been much easier to create many of these elements inside the computer and put them on top of the film. But for Found Studio, creating work like this is inherently valuable. There’s a beauty to the tangibility of it. “There’s a certain integrity and loveliness to actually doing it for real, and I think people connect with that,” says Ian Walker, Producer at Found. “We wanted to do something that people really connected with and I think you get that with doing stuff for real and not faking it.” It ends up looking like two parts magic, and if you’re still not totally clear on how it happened, don’t forget to check the accompanying Behind the Scenes video.