Projection Mapping - The Process Explained - Go2 Productions

Video and Projection Mapping Production Process Explained

When you hire Go2 Productions to produce a corporate video, tv commercial, or projection mapping event one of the first things you will have explained to you is our production process. The steps may vary slightly, depending on whether we use live action, motion graphics, 3D animation or green screen, but in essence the production process is the same whichever technique we end up using.

For corporate messages and company overview videos we recommend a target length of 90 seconds.  The idea is to only say what is necessary and get to the point FAST. Today’s world is fast moving and mobile. Decisions are made rapidly, so the quicker you can successfully deliver your message, the better.

An animated 30 second tv commercial or successful 90 second corporate video production actually takes a lot more work than most people think. It’s the result of several weeks work for our team. Typically, each 30-90 second project takes us between 3 to 8 weeks to complete. From the initial start up meeting with our creative team and the client, through to completion and delivery of the final project. Below are the many stages we go through at Go2, ensuring we always produce great video content for you.

Discovery, Discussion & Ideas

Through a series of meetings either in person or by phone, we will listen and discuss your needs, wants and goals to establish what it is you are trying to say and to who. Through this discovery stage we will do a lot of listening. It is only by listening to you that we are going to understand exactly what you want to achieve. Once we have a good idea of what you are looking to do, we will then start to create a concept that we believe will embody everything you need and want to achieve your goal.

Scripting & Visual Content Development

This is a very important part of the process. Your message is fleshed out during this stage and crafted to work perfectly for you. You may be launching a product, promoting your services, telling your story or simply connecting emotionally with your audience. Whatever it is designed to do, it will be driving the animation and live action we see on screen or projection. This is the reason it needs to be approved and locked before moving on to later stages. Changes to the script content after animation starts can cause delays in the process as we need to develop new voice over and new scenes.

A good script – whether it’s a audio script or a visual one – is the backbone of every great production and we work with some of the most experienced writers and creative directors available to ensure your message is entertaining and engaging.

As we come closer to obtaining sign off on the scripting, we will start to fill in the visual description to go with the script. The visual description is the Creative Directors visual interpretation of the script, describing what is happening on screen at each point.

Music Selection & Voice Over

We want to ensure your company has a voice, not just any voice, but the right voice. We audition many voice artists per project to make sure we have found the right voice for you. Sure we have our favourites and indeed we have a long list of talented voice over artists that we keep busy on a regular basis, but we always source new possibilities too. We narrow down the submissions and present you with our recommendations in a short list so you can have the final say. All the ones we present to you, we believe will work well. At the same time we will already be thinking of music to accompany the voice, something that resonates well with your image as well as with the voice over.
In the case of Projection Mapping projects we often start with a click track or tempo that will form the basis of a custom track that will be composed by our sound designers.

Storyboards, Style Frames & Animatics

Many projects require storyboarding, style frames and animatics, although some projects only require style frames and animatics, it depends on the complexity of messaging and your budget – which we always have in mind.

Typically each frame of a storyboard relates to a line or two of the script. A storyboard is often digitally created but may also be hand drawn. 

A style frame is a series of near final quality images that visually represents a particular point in the video, to illustrate style and mood as close to the final quality as possible.  Approved style frames are used when creating the final animation.

An animatic is an ‘advanced storyboard’ that is made up of the approved audio track along with sketched or rough images, hardware renderings or even just animated text to explain what will appear. The point of the animatic is to show flow and timing of each scene and does not represent the look or quality of the final video.  Your feedback is crucial during this stage because the animatic clearly represents the final production scene by scene before animation commences.  Getting this right saves time and budget later on.

Filming & Photography

This stage is relevant for live action, location and green screen shoots. We obtain all principle photography required to completed any video editing for the project. Everything we shoot is HD 1920x1080p and sometimes UltraHD (RED Scarlet 5120 x 2700p) for visual effects and green screen shoots. We use the very best equipment and talent to ensure your footage is of the very best quality.

Editing, Motion Graphics & Animation

This is where all the magic happens. It is also the most time consuming part. By this point, our whole team is clear on the concept and understands what is needed to get the project done. Contrary to what some people believe, we do not have a button that just “make stuff happen”. Everything is custom built, carefully key framed and animated and to do it well takes experience and talent.  Our 2D motion graphic artists and 3D animators are both experienced and talented.

Motion Graphics and 3D Animation has become an essential ingredient in today’s media, CG characters and products, animated typography, complex 3D dynamics and visual effects add a whole new level of possibilities to your production. Our design team know what’s hot and what’s not and they’ll bring a level of creativity and solid brand awareness to your project that you’ll be extremely proud of.

We spend countless hours bringing everything to life, using the very latest in editing and animation software. Text and graphic elements are built and animated to work seamlessly with the audio track along with 3D environments, scenes and objects to ensure your message is engaging and entertaining but most of all – understandable. We may go through a couple of iterations at this point to tweak elements and colour to make sure everything is as slick as possible.

Audio Mastering & Additional Sound Effects

At this point we go over the audio to ensure everything is mastered and equalized to sound awesome. As animation progresses, we also start to add in additional sound effects to emphasize various objects and actions in the video/animation, this increases the level of engagement with the audience.

Great audio is VERY important and our team has won many awards for sound design, it can be the make or break of a great production.  

Final Colouring

The last thing we do is colour grading. This ensures every shot and scene is saturated to perfection, every animated line, shape or object is matching throughout the video, every hue, shadow and highlight is perfectly spectacular. Techniques such as “crushing the blacks” help make the final look really pop.

Tweaks and Changes

Throughout our production process it’s important to note that you see each stage, feedback and approve.  We are very collaborative and always allow for a couple of small tweaks and revisions. There are so many elements created during this whole process, that no matter how much we plan something out, until you actually see the final version, it’s inevitable you will want to tweak something. 

Changing scripting or voice over at this point can be problematic as a whole scene may need to change, which could end up requiring many more hours to fix.

Final Delivery

With everything approved, we then set up the final files for full resolution rendering.

This can take anywhere from an hour or two, to several days to complete and depends heavily on the complexity of the scenes we have built for you. Fortunately we have a custom off site render farm for final rendering so render time is optimized. Motion graphics and video productions usually only take a few hours at the most to render and compress for delivery, whilst projection mapping productions take much longer due to the sheer size and resolution of the imagery.

Contact Go2 Productions to find out how we can help you with your next production. We love working with great people to create unique, immersive and memorable moments.

#YouGottaSeeThis Moments with Immersive Brand Experiences

Do you want an immersive brand experience so unique and memorable that your audience shares it on social media instantly?
 We specialize in creating that #YouGottaSeeThis moment for brands as part of a live event or recorded for TV – using the latest in projection mapping, stereoscopic and interactive technologies. The best part… Everything is created in-house by our award winning team of artists and developers. With 35 awards to our name, all for outstanding content, we guarantee you’ll be satisfied with the results and so will your audience.
We’ve already created mind blowing projection mapping experiences and immersive environments for Jimmy Kimmel Live!, SouthWest Airlines, Seagate, Genie, The Vancouver Canucks and many, many more.  Let’s make your next brand experience ‘beyond expectations’. Click here to start a conversation.

The Golden (and Technology) Age of Retail

With retailers slowly facing recovery from the bumps of the world economic crisis’, much has been discussed on how brick-and-mortar stores would be in jeopardy. No doubt, physical stores are strongly investing to innovate and prevent from losing share to e-commerce – but creativity and technology are actually leading to a new world of possibilities in interactive and responsive experiences – this will possibly become a new golden age for Retail.

Still hearing the echo of entrepreneur Marc Andreessen’s apocalyptical words “Retail will be dead”, we know that shopping in stores is becoming less a basic necessity and more an option. None the less, huge online players such as Amazon and E-Bay are constantly considering the in-person aspects of the shopping experience. Clearly there are more things behind people’s behaviour and motivations to drive consumers into stores.
Unique Experience

Doug Stephen, known as the Retail Prophet, is a strong evangelist of shopping as a bigger human experience. According to Stephen, that experience includes the need to socialize and to commune – as the act of shopping is in some ways of greater value than the goods purchased. How are brands attracting consumers and making store environments not only appealing, but truly remarkable? Innovative companies are transforming how customers go from simply shopping to having full immersive shopping experiences. The difference is subtle, but meaningful. Technology and Design can provide support when brands try to get in touch with people’s motivation.

An example of exciting technology to give retailers a head start is 3D Projection Mapping. This technique helps brands show and tell compelling stories whilst transforming products into real-life canvases. Early adopters include high fashion boutiques, automotive industries, furniture companies and sport material suppliers. High impact Motion Graphics and Animation explore product characteristics, brand positioning and campaign story.

Digital content is already being used to expand consumer experience, including interactive displays, responding to the audience choices. Through augmented reality, it is simple to preview how clothes would go together or how customized products would look before it is produced. The possibilities are endless and consumers are empowered to become co-creators of their experiences. A key to really succeeding with such projects is having quality high-impact content.
Engage, Share and Interact

One of Silicon Valley most respected Digital Analysts, Brian Solis has been advocating that the future of business will depend on creating shared experiences and connecting to aspirations. Bringing that to the Retail environment, we should understand and embrace how connected consumers engage, share and interact. That means retailers should rethink how information is presented and consumed to trigger emotional responses – either from someone in the store or everyone digitally connected and influenced by that person.

According to analytics firm ForeSee Results, about 70% of consumers use a mobile phone while shopping (talking to friends, comparing prices and sharing information on social media). This should not be perceived only as a threat, but also as an opportunity, since brands can play around and extend shopping experiences, they can blur the borders of reality and virtual environments. Highly connected consumers can take word of mouth to viral scale using Social Media – and that brings positive outcomes for both online and physical sales.

In conclusion, although traditional stores need to evolve with the revolution of highly connected people, Retail shouldn’t be resistant to technological innovation. On the contrary, brands which embrace and understand consumers behaviour and aspirations will have a bright and profitable future ahead.

Learn more about Projection Mapping and Motion Graphics

3D Projection Mapping – Content Demo Reel

We have been lucky enough to work with some amazing brands over the last couple of years, in producing some very high impact experiential executions. These have ranged from projection installations as small as mannequins with every evolving clothing to large scale building projections such as the Hyundai and Sports Illustrated projects and even the largest installation at Coachella in April 2013.

We have taken some of our favourites and rolled them into one high impact reel for you… feel the energy!

View Our Demo Reel

Imagine what we could do for your brand, organization or event.

Contact us now for a free consultation.

Go2 is FINALIST at DSE Awards

We are very honoured to announce that Go2 Productions has been nominated for DSE Awards.

DSE, (Digital Signage Expo), is the world’s largest international trade show dedicated to digital signage, interactive technology, and Out-of-Home networks. In short, it is the biggest industry event for Projection Mapping for the year! Our content has been nominated for the following categories:
▪ Projection Mapping – Education: For the production we created to help celebrate the 50th Anniversary of the Simon Fraser University
▪ Projection Mapping Content – Public Spaces: For a monumental advertising event for online commercial real estate listing giant – Loopnet, where we made an entire building disappear in downtown L.A.!
– See more at: http://www.go2productions.com/blog/page/2/#sthash.Nd0ZVdBw.dpuf

Multi Award-Winning SFU Video Nominated For Yet More Hardware

The SFU 50th Anniversary Campaign projection mapping we conceived and produced, already awarded with a gold at the DSE awards (Digital Signage Expo Awards) in Las Vegas, has also been nominated for the International Special Events Society (ISES) 2014 Esprit Awards.

Congratulations to the entire Go2 team and SFU for trusting our creativity and dedication in making their launch event a unique and memorable one.

The video itself utilizes cutting-edge 3D Projection Mapping, a digital technology that brings walls and flat surfaces to life. In the video, the back wall of the prestigious SFU theatre is transformed into a moving, breathing surface, which then becomes a window on the world from the air, as we soar above Burnaby, Vancouver and Surrey along with some feathered companions.

Initially, SFU approached Go2 to produce a video that was to be projected on to a regular 16×9 screen. Once we did a site visit we suggested that the entire back wall of the theatre should be the canvas. After viewing our previous projection mapping work, SFU’s event team decided to let us take the lead in producing something totally unexpected for the 500 attendees. Our projection mapping piece was kept completely secret so maximum impact could be achieved on the evening of the event. No one expected the walls to start moving quite like this.

Learn more about the project and watch the video here.