CASE STUDYCGI TROMPE L’OEIL

CLIENT: CANON USA

BACKGROUND• 360i hired Marcel Laverdet to create a series of (5) five CGI “Trompe L’Oeil” scenes for

installations around NYC on May 16th and 17th.

• Canon would be using the scenes to promote their upcoming series of wifi enabled Powershot cameras. The cameras upload photos directly to Social Media sites, giving the user to the ability to use Canon technology to capture extraordinary photographic detail in their postings- far superior to photographs taken on the highest resolution smartphone.

CHALLENGE• To create 10’ X 20’ foot 3D pavement drawings that reveal the timeworn, “Ground Breaking”

world below NYC, within a two week deadline. • Develop the Technical Specifications for the renderings, and apply the proper amount of

distortion, in post-production, to achieve the “Trompe L’Oeil” effect at the distance and height of each Canon Powershot photo installation.

• Create drawings to promote Canon’s “BeReady” new series of Powershot cameras, that allow the user to upload photos directly to their social media pages.

PHASE 1Technical: Client Layout and Directive – Camera Mapping

The team determined the live area for each ground installation by gridding out the 10’ x 20’ live image area.

PHASE 1Technical: Client Layout and Directive – Camera Mapping

Determine camera height: Determine camera distance to front edge: 60"-66” from ground 78” from front edge

PHASE 1Technical: Client Layout and Directive – Camera Mapping

Determine camera angle tilt: Determine Camera for CG rendering: 10% forward tilt

Camera Lens: 80mm lens

PHASE 2 Image Development of Master Hole

Low Resolution ColorTest Render

Low ResolutionDistortion Test

PHASE 3Image Development of Specific Speakeasy Visual

Grayscale Test for Speakeasy Visual

Low Resolution Color Test for Speakeasy Visual

Full Color Final Visual

PHASE 3Image Development of Specific Speakeasy Visual

Full Color Final Distortion

PHASE 4Final Art for Client Approval

Solution: Creation of CGI Trompe L’Oeil images at select locations around NYC for people to experience the “wow effect” of the “Be Ready” Canon Cameras.

Final Trompe L’Oeil Installations

Highline, NYC

South St. Seaport, NYCHudson River Park – Pier 84, NYC

Hudson River Park – Pier 63, NYC Pier 17, South St. Seaport, NYC

The final CGI Renderings were rendered at @ 100 dpi, then distorted, in post-production, to achieve the “Trompe L’Oeil” effect at the specific camera distance and height determined during the earlier Technical stage. Then, each visual was printed out on large format printer, and staged with props and models to enhance the effect. Each installation location was set up with multiple Canon Powershot wifi enabled cameras.