3D previs for commercials
James Coote builds 3D previsualisations of advertising films before they are shot: the whole spot as a moving 3D animatic, with real lenses, real light and real camera moves. Because he is also the cinematographer, the previs is a plan the crew can actually execute, not an illustration. Clients include Nespresso, Monsieur Meuble, Westfield and Too Faced, through studio IN.TANGIBLE.
What is 3D previs?
Previsualisation is the film before the film. The set, the product, the talent and the camera are built in 3D and the spot is cut, shot by shot, at the right duration. Agency, client and director watch the actual edit weeks before the shoot and change their minds while it is still free to do so.
Why have a cinematographer do it?
Most previs is made by animators and then handed to a camera crew who discover on the day that the lens, the height or the light was never possible. When the DOP builds the previs, every shot is checked against real focal lengths, real rigs and real lighting logic. On Monsieur Meuble the previs plays in sync with the finished TV spot, shot for shot. On Nespresso's The Gift Lift for Mother's Day, James directed and shot the film from his own previs.
When does it pay for itself?
Whenever the shoot is expensive relative to the preparation: product-heavy spots with 3D elements (Too Faced, Westfield), spots with complex camera moves, anything with a tight shoot day, and any film the client needs to approve internally before committing budget. A previs removes the most expensive sentence in production: we'll work it out on set.
What do you receive?
- A 3D animatic of the full spot at final duration, with sound if needed · for client and agency approval
- A shot list and storyboard exported from the same scene · lenses, heights, moves
- Lighting and set-build notes for the production company · what the previs assumes
- Updated versions as the edit changes · the previs is a working document
Previs and virtual production
The same 3D scenes can drive an LED volume. On a virtual production shoot the previs environments become the backgrounds, and the camera plan is already proven.
How to start
Send the script or board, the deliverable list and the shoot date to james@intangible.tv. Previs is quoted per spot. The hire page explains how cinematography days are quoted; previs is separate and can be commissioned without the shoot.