Taking video out of the box
December 11, 2006 by Dave Haynes
I forget how I came across this video, but wanted to share it – as it is very cool.
This is from a Puma store in Germany, and features a very large cat loafing about above the sales racks, and not confined by a screen.
The method is called FreeFormat and comes from a Danish company, though the integrator here is the UK firm MediaZest, which judging by the website is doing a lot of unconventional stuff.
As to how this is done, I don’t know for sure and the explanations I have read are quite vague, having to do with projectots and patented film. I strongly suspect green-screens, though.
ViZoo, the company that came up with the Free Format technology, says it “…blends two universes (virtual and real space) achieving a completely different third effect…we’re borrowing the veracity of the physical world by setting our video pixels up in an actual space.”
Oh … OK … got it. Right.