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3D Ads Break New Ground

By March 20, 2009Newswires

3D Ads Break New Ground

by Jay Ankeney, 03.19.2009

Did the universe change for you at the end of the first half of February`s Super Bowl XLIII? Perhaps not, but if you had been cool enough to have equipped yourself and your party mates with some of the 125 million special glasses given out nationwide by SoBe Lifewater (and sold on eBay), you would have seen the first televised 3D presentation using only a single image that could even be appreciated on standard definition TV screens. The 3D effect during the PepsiCo and Paramount DreamWorks spots may not have been perfect, but it was definitely clever.


There is one point that needs to be clarified right up front, however. Although the cardboard glasses had lenses of different colors, this was not a traditional anaglyph process as has been so widely misreported. Anaglyph separates the left and right eye images with colored lenses of red and blue (or cyan or green) to present the 3D effect. ColorCode 3D is a spectrum analysis process far more sophisticated than anaglyph, that comes much closer to presenting full color imagery.

As Svend B. Sorensen, CEO and the inventor of the ColorCode 3D system explains, the amber (left) lens conveys the color by using complex spectral curves while the blue (right) lens gives the brain the parallax information that simulates the perception of 3D depth on the Z axis.

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