Behind the scenes of adidas Formotion 360 degree series
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Brie Clayton June 22, 2021
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In a recently published new product line campaign, adidas launched a set of 360 degree videos, created by agency Grow and Light Sail VR. Their post-production system of choice was SGO's full-finishing and color grading solution, Mistika Boutique.
Matthew Celia, Co-founder at Light Sail VR and Director of adidas FORMOTION 360 degree series, says that the core idea of the project was to give women the opportunity to see how clothes move and fit across a variety of activities. This is something that can get lost in the traditional 2D approach, which is often filled with quick cuts and cropping that makes it hard for consumers to decide if the product is right for them. With 360o video, there is no hiding. What you see is authentic.
VR format in tune with the product concept
Spotlighting different products from the FORMOTION collection, the four 360 degree videos allowed women to choose which person they wanted to follow and see how the product fits. For Matthew, it was all about giving the audience the freedom to watch who they want, when they want.
It felt very in tune with the whole concept of FORMOTION, which I understood to be a product line designed by women, for women, that moves and shapes no matter what your body type is. I like that sense of empowerment and I feel that as a director, ceding control of the frame is a similar sense of empowerment for my audience. Let them see the product in action, full body, no cuts, and give them the freedom to pick who to follow.
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Mistika Boutique Inside and Out
The three key functionalities of Mistika Boutique that were essential for the creatives on this project were VR Stich, Latlong aware shapes in the color grade and easy XML import from Adobe Premiere Pro. Sometimes it is hard to visualize everything together, so to make better creative decisions, Matthew finds it helpful to be deeply involved in the post production process.
Since it is a 360 degree video, there isn't editing, per say, but I handled all of the nodal stitching and put all the pieces together from various members of my team (VFX compositing, graphics, sound, and color) to create the final product.
The team started and ended the post in Mistika Boutique.
We brought in our raw footage, which was shot on the Blackmagic URSA Mini 12K and then transcoded to EXR sequences. The footage was captured using our custom nodal rig and due to the pandemic, we had a lot of individual plate shots. Each talent was actually shot separate from one another. In addition to the four talent plates, they also needed some clean ones for the ceiling and the rest of the lights that were going to be painted out later. This meant we needed rock solid stitch. In Mistika, we used the VR Stitch node to generate still frames of each plate and brought them into PTGui to create a stitching template, adds Matthew.
Once the template was completed and it was verified all of the plates unwrapped into a perfect stitch, they rendered them out individually to send to VFX, where some detailed compositing would be done to merge and blend everything together.
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With the final composites, the project was brought back into Mistika Boutique for the color grade.
Mistika's color tools are seriously impressive for VR work how quickly and easily the colorist was able to address the feedback and create shapes, isolate colors, pull out detail and create a very high quality look that we were looking for. All in, I found it to be a very impressive workflow and made the creative process move quickly.
For Jeff Sousa, Senior Colorist at Dungeon Beach, having (1) a compositing layer stack, (2) an immersive and moveable VR view, and (3) Mistika's full DI tools, all within the same interface, made this challenging grade achievable.
We have these four women in 360 degree space and each has a picture-in-picture' overlay next to them, showcasing product detail but shot on a different camera against a different background. Of course, the color of the clothing needs to be consistent. Here the VR View and Evaltree Tag team nicely. With the agency creatives supervising a live session, I was able to literally look aro
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Behind the scenes of adidas Formotion 360 degree series 
