Verizon LTE Advanced

Verizon’s LTE Advanced commercial from 1st Avenue Machine built its visuals around a practical rig of devices staged on a Brooklyn sound stage. Directed by Tomi Dieguez and Bob Partington, the 2016 spot depended on precise alignment between the physical device configuration and the imagery composited onto each screen in post-production.

SCANable provided 3D LiDAR scanning and modeling of the practical device configuration on the sound stage, delivering accurate geometry that aided post-production camera tracking and the placement of images on each device.

Tracking wants the room, not the plate

Camera solves derived only from image features work until the shot gets difficult. Shallow focus, motion blur, repeating patterns, and glossy surfaces all strip a tracker of the features it needs, and a device rig on a sound stage supplies all four at once.

Measured geometry removes the guesswork. When the solver has the true position of the objects in frame, it is fitting a camera to known space rather than inferring space and camera together. The solve locks faster, holds longer, and does not drift when the lens moves.

A screen is a surface with a known position

Compositing imagery onto a display is a perspective problem. The replacement has to sit on the exact plane of the real screen, at the real angle, at the real size, or the corner treatment and reflections betray it.

A LiDAR record of the practical configuration gives every device a measured position and orientation in one shared coordinate space. Post can place content on each screen against that, instead of eyeballing a corner-pin per device and hoping the rig has not shifted between takes.

Stage builds do not stay built

A device configuration on a stage exists for as long as the shoot day allows. It gets adjusted between setups, and then it comes apart.

Scanning it while it stands is the only opportunity to record what it actually was. Retakes and additions weeks later are worked against the measurement, not against memory. Our set and location scanning exists precisely for that window.

Advertising has no second pass

A commercial schedule compresses everything a feature spreads across months. There is rarely a chance to go back for missing reference, and the post window is short enough that a bad solve is not something anyone can absorb.

The response is to capture completely the first time and hand over data that is already usable — correctly scaled, cleanly registered, and delivered as geometry a compositor can work with directly rather than as a raw scan somebody else has to interpret.

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