The New York Times for Psyop and Earth Day

Psyop partnered with The Butler Bros to develop a new set of Public Service Announcements (PSAs) for Legacy and Leave No Trace. The “Rethink Butts” campaign, which kicked off in an exclusive with the New York Times today, aims to raise awareness, spark discussions, and encourage the general public to think about tobacco trash in a new way.

“The point of view that we established was as if a helicopter was flying along a cigarette butt” and then ascended to about six feet above it, Director of Creativity at The Butler Bros, Marty Butler, said.

The scale-shifting concept — what appears to be a single, continuous shot of a monstrous industrial polluter turns out to actually be a single cigarette butt — was straightforward on storyboards, but mind-boggling to execute digitally. Psyop drew inspiration from a variety of ecological disasters, including the recent toxic sludge tsunami in Hungary, as well as abandoned oil rigs and factories.

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“From the initial pitch style frames, we increased the scale of the factory by five times,”  commented Psyop Creative Director, David Chontos. “This increased the level of detail across the entire design, which led to a tremendous amount of additional texture painting and modeling.”

Psyop goes Behind the Gold

Last week rounded out the 92nd ADC Annual Awards – three days of fun and inspiration in gorgeous Miami, FL. Last year’s 91st Annual was released on the second day of festivities, introducing ADC’s new iPad app platform.

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As part of winning an ADC Gold Cube last year for Fage “Plain,” Psyop Creative Directors Lauren Indovina and Eben Mears went ‘Behind the Gold’ for the festival’s brand new initiative, taking viewers behind the scenes of the winning project and providing the inside scoop on how the spot was made.

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You can find the app at the iTunes store right now! Best yet – it’s free to download.

THE PSYOP CIRCUIT: Joerg Liebold

The Psyop Circuit is our series about the real magic at Psyop: its people. In this edition, we chat with VFX Supervisor, Joerg Liebold.

Deep sea excursions and unexplored jungles? Just another day at the office for German native, Joerg Liebold. The VFX Supervisor has seen it all and has the photos to prove it. During his ten years at Psyop, Joerg has worked on countless jobs that have come through Psyop’s doors. He took a moment to share some insight about his motivation, his career and what life looks like behind his lens.

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Psyop’s Creative Technologist talks about Unity

Psyop’s lead Creative Technologist, Brian Kehrer, doesn’t fit many molds. He studied Film at NYU (with a minor in Math), but he’s spent most of his professional life building games and interactive experiences using Unity, a powerful real-time 3D engine and development platform.

Brian’s a lefted-brain right-brainer — or a right-brained left-brainer — and he’s making all sorts of interesting things happen at Psyop. We caught up with him to find out a little more about Unity and his role at Psyop.

Psyop is doing more interactive work, and Unity has become one of the primary tools we’re using. Why is Unity a good fit for Psyop?

At a high level, Unity is a 3D game engine that integrates well with our existing pipeline, is intuitive for our artists, and is capable of very high quality output while keeping development costs reasonable.

More specifically, though, Unity is amazing tool for rapidly prototyping interactive experiences, which is critical for Psyop.  It allows us to experiment easily – either building demos for a pitch, or quickly vetting creative ideas.  Developing high quality interactive work requires an iterative development cycle, and Unity allows us to focus on the creative aspects of development, rather than spending time reinventing technology.

What is your personal experience with Unity?

I’ve been using Unity since 2006, when I was working on a 3D, browser-based virtual world.  At the time, we were pushing Unity to the absolute limit, and their dev team went out of their way to help us out.  You could tell they really cared about their product.

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Still from Guns of Icarus Online

In 2008, I co-founded Muse Games, an independent game development studio focused entirely on Unity-based development.  Most recently I directed “Guns of Icarus Online,” a 32 player competitive airship combat game, which launched on Steam in October of 2012, after about 2.5 years of development.

For “Guns of Icarus Online,” I jumped between my roles as lead game designer, product manager, and Unity programmer. Some of the systems I developed in Unity included a completely custom UI system, a dynamic music system, character movement systems, and the character animation system.

The character movement and animation systems were particularly complicated, due to the need to synchronize and verify state between clients and an authoritative server, while still offering immediate responsiveness to the client – all on a moving and rotating airship, which, was also being synchronized across the network.

At Psyop I’ve been working in Unity non-stop.  Although most of the projects I’m working on here are still under wraps, I’ve been focused on mobile development.

One of the advantages of Unity is that it can publish to multiple platforms. Is that something Psyop is pursuing? 

Definitely. Frequently, the term ‘mobile’ gets thrown around as a single platform, but it isn’t.  It’s iOS and Android.  And even then, it’s iPhone, iPad, and 31 different flavors of Android, each with their own peculiarities.  Unity doesn’t solve all of the cross platform problems for you, but it can solve about 95% of them, if you’re careful.

Of course, Mac, Windows, and Linux standalones are also something I think we’ll pursue once the right project comes along.    Building a standalone version of a mobile app is only a question of UI / UX differences – it’s very straightforward.  Even for our mobile projects that aren’t targeting desktop, we build desktop versions anyway simply for the purpose of capturing video.  It’s that easy.

When publishing to iOS, there are some limitations when it comes to real-time 3D. Which of these has proved relevant to Psyop and how are you addressing them?

The biggest limitation is fill rate.  The latest iOS devices have competent processors, lots of memory, and a whole lot of GPU vertex transformation power – but when it comes to drawing transparent pixels, we really hit a wall.  This limitation has all sorts of side effects artist’s don’t expect.

Lighting, shadows, complex pixel shaders — all of these suffer.   So we find ways to cheat to achieve the effect we want.

Having creative directors with a strong vision is really helpful.  By finding a few reference frames early, we can focus our attention only the iOS limitations we actually need to work around.  Sometimes the boards I see have such a unique look that we literally have to discard all the assumptions graphics hardware makes about lighting and rendering.  That usually means we need to write all the shaders from scratch, but it also liberates techniques that would ordinarily be too slow on iOS.

What else do you want to tackle in the realm of Unity? What’s next?

I’m into interactive storytelling opportunities in rea-ltime spaces.  To me, the beauty of an interactive narrative experience is the part the user controls.  You can unlock a whole new set of emotions with an interactive medium, like pride and guilt, which can lead to a sense of participant responsibility.

There are places traditional media can’t reach, and that is exactly where interactive media should be. I think there is a lot of great interactive narrative work being done in video games (as well as a lot of bad), but it isn’t getting the attention it deserves, probably because most video game plots are based on space marines.

 

 

Psyop for Interactive Awareness

Psyop was brought on by Fathom Films and Jam3 to collaborate on the recent release of director Ann Shin’s “The Defector: Escape from North Korea,” a first person interactive documentary experience that takes users through the harrowing journey of escaping oppression in North Korea.

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Psyop created 3D environments, animations and transitions throughout the interactive story. As users progress through the linear narrative, decision-making points and panoramic 360° hotspot locations allow users to access additional video content, insider information and images.

The project recently screened at SXSW and has received a lot of attention from the media, philanthropic organizations as well as from the interactive community. Google’s Creative Sandbox featured the work today in their “Think Insights” section.

Psyop takes on Texas

Psyop is gearing up to head South by Southwest

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This will mark the 26th year for the festival’s annual convergence of original music, independent films, and emerging technologies.

Psyop heavy hitters Lucia Grillo, Mark Tobin, Amanda Miller and Justin Cone will be in attendance along with friends from Smuggler.

Don’t worry if you can’t make it — all the live action will be streaming live starting Friday, March 8.

Psyop and Smuggler: Biker Gang

This Saturday, Psyop and Smuggler are joining forces to Cycle for Survival.

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The indoor cycling event raises funds for rare cancer research at the Memorial Sloan-Kettering Cancer Center.

Repping Psyop LA, Alexis Bauer will be raising awareness as she cycles with her teammates.

“I’m very passionate about this cause. It’s my first time doing something like this and I’m really excited! Every dollar I raise goes directly to fight rare cancer.”

To support Alexis and the team, click here