Mail in the Digital Age

An updatable holographic three-dimensional display

Nature 451, 694-698 (7 February 2008)

Holographic three-dimensional (3D) displays^1,² provide realistic images without the need for special eyewear, making them valuable tools for applications that require situational awareness, such as medical, industrial and military imaging. Currently commercially available holographic 3D displays³ use photopolymers that lack image-updating capability, resulting in restricted use and high cost.

Royal Mail launched the first-ever integrated 3D campaign to demonstrate to advertisers and agencies the power of running combined direct mail and digital campaigns. Devised by Proximity London, ‘Mail in the Digital Age’ explains this effective combination in a mail shot to 3,000 advertisers containing anaglyph glasses and an invitation to watch the 3D film online.

The 60-second 3D film features two synchronised rhythmic gymnasts. Produced by Film38 and director Mike Brady with technical expertise, kit and post production by Inition, the film highlights the enhanced impact of the two channels working together. It was shot entirely in slow-motion using Inition's Silicon Imaging System, a ground-breaking fully-integrated 3D camera system on a mirror-based rig. On-line post was completed on Inition's SpeedGrade 3D finishing suite. Watch the film here: http://www.add-a-dimension.co.uk.

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