Taking bare-eye 3D as an example, how will outdoor digital media form evolve in the future?

What exactly is naked eye 3D?

Naked eye 3D technology makes use of the parallax feature of the human eye, allowing viewers to experience a vivid and shocking stereo vision effect at a specific Angle without the help of other devices. Loliloli Studio, from the University of the Arts London, specializes in cross-boundary thinking and exploring the use and development of various media. "Outdoor LED naked eye 3D technology uses two different angles of LED surfaces to create video content in accordance with the principle of perspective. When people stand in front of the corner to watch, they can see the side and front of the object at the same time, presenting a realistic three-dimensional effect. The designer matches the content that he wants to express with the structural space that his eyes observe, so as to achieve a way of visual presentation that perfectly integrates the content and the real environment."

Irwin Quemener, founder of French interdisciplinary multimedia space design firm Cloneproduction, mentioned: "Although LED naked eye 3D is not an innovative revolution on the technical level, the principle is similar to the early 3D mapping, but it is definitely a very clever way of technical expression. Using the camera's Angle, the rendered effect is projected back to a right Angle.

Finally, the audience feels the effect of the simulated spatial visual difference at a fixed Angle.

Outdoor LED naked eye 3D, this effect brings people a novel and unprecedented special experience, is also a development product of outdoor large screen from consciousness demand to technology.

Let the audience, brands start to think about how to redefine the outdoor LED large screen this medium, boost the development of the industry chain."

Fan Hui, Deputy General Manager of Digital JCDECO: "LED naked eye 3D gives video creativity a very large space to make all kinds of fantastic content and give the market a refreshing feeling for a period of time. It's also very topical and can easily become a trending topic on social media."

Are all outdoor LED media suitable for naked eye 3D?

From the perspective of hardware equipment, at present, not all outdoor LED media in China are suitable for naked eye 3D effect. Fan Hui, deputy general manager of Digital JDecaux: "This way requires a high degree of precision for screen quality installation, and also requires a high degree of creativity for realistic materials." There are many media in the industry that are not high-definition media and have low dot spacing coefficient, so the effect is not very ideal when presenting this visual technology.

In terms of the shape of the large screen, most of the web celebrity naked eye 3D screens are corner screens. Different surfaces of 3D objects are presented in two adjacent rectangular 2D plane large screens, and visual illusion of light and shadow, light and shade, void and real is created by using the imaging property of space perspective and the adjacent two sides of the folding Angle screen, so that the picture content presents a sense of volume, and therefore has the best viewing Angle.

Xia Lei, Co-President of Qingmei Daohe Planning and Design Institute: "These screens have in common, is the screen for the Angle of L two-sided form, through the creation of a particular perspective titles, have the experience of open hole 3 d effect, there is one obvious problem, as the wave tank, spacecraft and other video content on the web, a large number of imitators to follow suit, similar to that of subject matter, the same performance content homogeneity and fatigue."

Irwin Quemener, founder of CloneProduction, said: "In this wave of open-eye 3D, visual output from this technology is being put on LED screens.

The quality of these projects varies from creatives trying to break the circle with the technology to crude imitators. The special viewing Angle of this technique requires the audience to stand at a fixed Angle (technically the Angle of the rendering camera). However, the problem is that in the existing LED large screens in urban space, some of them are placed in areas such as street corners. The viewing Angle is from multiple directions, so as to ensure the audience output from a wider Angle. In addition, there may be no public area in front of the screen for the audience to gather and watch. Therefore, not all outdoor LED screens are suitable for such a way of expression, can not be mechanically imposed on the inappropriate places. Technology is the solution to the realization of the creative means, from the creative and design, can not put the cart before the horse.

Difficulties in the commercialized application of naked eye 3D technology in outdoor media.

First, for the outdoor media industry and commercial customers, the equipment cost and creative cost threshold for the application of bare-eye 3D technology is too high, which will result in a relatively low cost/performance ratio for the business value. In addition to constantly optimizing the quality of equipment, media operators also need to spend as much as thousands of yuan/second to tens of thousands of yuan/second on creative production. Not all media suppliers and commercial customers can afford such a high cost, and many medium and small media operators in the industry have been gradually "put in the cold".

Xia Lei, co-director of Qingmei Daohe Planning and Design Institute, said: "For the operation of media owners, naked eye 3D large screen is a double-edged sword. From the perspective of operation, naked eye 3D is also a large screen. It has all the problems of traditional screens -- high construction cost, high operation cost, low customer recognition in some low-line cities, investment in display screen is not for the public good of the city, and whether the healthy operation is the first measurement of every investor."

In addition, creative technology also needs to adapt to different screen shape, size, viewing Angle and other parameters for customized creation, so each addition of a large screen will require an increase in time cost and production cost, and it is difficult to achieve comprehensive coverage of multiple screens in multiple places. Taking into account the aging characteristics and heat cycle of creative pictures to avoid visual fatigue, the actual broadcast cycle of a naked eye 3D advertisement is usually very short, which is not suitable for the daily commercial release of outdoor LED media.

Secondly, for many mature media operators and creative companies in China, technology is not the most difficult. This kind of content production with very big viewing limitations, how to carry out commercial application, and how to combine with customers' products and brands is the special need to consider. Therefore, the most difficult thing is to realize the commercial value of the ideas and ideas, is the key to achieve results. At the same time, how does the picture fit with the marketing needs of customers? In such an open marketing scene as outdoor, how can we solve the limitation that the audience only has one best viewing Angle?

Irwin Quemener, founder of CloneProduction: "The development of outdoor LED media will not rely on any one hot technology, but will require good design and creativity. Too many people try to make creative expressions too formulaic and productized. Bill Bernbacker put it this way: 'Ideas are like flowers; they bloom because of innovation and die because of imitation. Because of this, an idea that works today won't appeal tomorrow. Because the effect has been lost in the great original influence. At the moment, naked eye 3D is a hot fashion trend and people are talking about it.

But the problem is that the heat is short-lived, and without good overall planning, it can't be long-lasting and sustainable. In the same way as 3D films in cinemas, they will eventually become a standardised format where audiences will be judged not just by the technology used, but by the overall experience."

In addition, there is a subdivision of creative Angle and creative thinking. For free creation or artistic works, you can design a vivid character animation based on visual effects, such as a tiger or a character, just to create a strong visual impact. The difference between commercial applications is that the creativity of commercial advertisements is a process of serving customers' demands.

The core is how to accurately express the cutting-edge visual effects and creativity, and to serve the demands of customers under the premise of ensuring timeliness, so that there will be a good chemical reaction between the two, and finally achieve commercial value for customers.

For brands, therefore, not all products and brands are suitable for naked eye 3D. The choice of visual expression form of brand and product should serve the appeal of communication. Whether 3D effect, such a creative expression form with strong visual impact, matches the brand tonality and phased promotion goal and promotion cycle of the product? Whether to win the attention of the audience and arouse the emotions at the same time, enhance the brand mentality; Let the audience better understand and love the brand and product, rather than a flash in the pan.