Advertising for Apple Vision Pro with URSA Cine Immersive

The producer Sandwich Vision has deployed the URSA Cine Immersive camera and DaVinci Resolve Studio software from Blackmagic Design to shape the latest advertising campaign Robot.com, shot in Apple Immersive format for the Apple Vision Pro device.

Founded by Adam Lisagor, Sandwich Vision is a company that integrates the use of programs, a platform and the production and distribution processes to provide the future of immersive content to the general public. Its main focus is production development and device applications Apple Vision Pro, among them, the popular Theater App. It is also a subsidiary of Sandwich Video, a technological innovation studio in the art of storytelling that specializes in commercial production.

"At Sandwich, we are filmmakers with cutting-edge solutions; that doesn't mean our projects are about technology, but we are extremely interested in the role it plays in film productions. We know that new tools will inspire new types of films and drive new ways of thinking among creators. The opportunity to participate in the development of an additional language in audiovisual media is something that only happens once in a generation, and we knew we wanted to be a part of it," he explains Lisagor.

Filmed in Nashville, Tennessee, the project Robot.com is the first advertising campaign engraved with the model URSA Cine Immersive: "Both the camera and its interface are very easy to use. You can usually place the URSA Cine Immersive in place and adjust the ISO sensitivity, without having to change the shutter speed, focus or aperture, set the exposure, modify the white balance and tone, or perhaps add a couple of neutral density filters before you can start recording. (...) Before the URSA Cine Immersive, recording immersive content was either very difficult or a disappointment. Now, The challenge is only how to organize all the shots and manage all the data.”

With years of experience perfecting the use of new technologies and formats in the film industry, Sandwich Vision I knew that filming in Apple Immersive format required the story to be told in a different way: "The story we tell about the integration of robots into society is, to a certain extent, strange, humorous and essentially touching. There is a cinematographic language that is expressed in the absurd, even in the version for "2D rectangles". In traditional cinema, this strangeness is evoked with techniques such as making a cut at a certain moment, or through the angles of the lenses to create a sensation of remoteness, for example. However, in immersive cinema it is not "They use those techniques to tell the story: we let the space and the characters create that same sense of absurd strangeness and touching closeness between the robot and the person. I think the exceptional opportunity that this camera provides is that it allows filmmakers to explore the space like never before and manipulate the field of view more like a set than a screen."

The material was recorded in the format Blackmagic RAW and was exported directly to DaVinci Resolve Studio, while the settings for immersive projects were used to calibrate the color space of the clips. To manage the files generated by the camera, solutions were deployed such as Blackmagic Media Module 8TB, as well as a Blackmagic Media Dock which streamlined the data transfer process.

The advertisement in standard format is available in robot.com. The immersive version is available in the Theater app for devices Apple Vision Pro of Sandwich Vision.