Priya PR, Inc.
Wed, 23 Jun 2021 09:22:08 GMT
Creative technology company Giantstep created ‘Iron Civilization,’ a 360º interactive video experience for Park1538, a new cultural space celebrating the past, present, and future of Korea-based steel-manufacturing company POSCO. Standing 60 feet wide and 30 feet tall, the immersive space combines LEDs, projection mapping, tracking light, and 7.1-channel stereoscopic sound. Led by CEO Seung-Bong Ha and executive creative director Jichul Lee, Giantstep produced the content and visual art for ‘Iron Civilization,’ working closely with design company D’strict.
‘Iron Civilization’ takes visitors on an eight-minute interactive journey through the ‘iron process’ within four themes: Birth of Iron Ore, Iron Discovery, Iron Prosperity, and Iron with Mankind. Iron Discovery, for example, highlights the process by which heated iron in a furnace gradually cools and recultures into steel.
Giantstep used real-time technology to create the lifelike yet fantastical environments. This solution enabled the team to create advanced visual effects and digital assets that audiences could interact with in real-time as an energy source within the experience.
A massive LED tower symbolising iron greets audiences as they enter the ‘Iron Civilization.’ Giantstep conceived the obelisk-like sculpture as a visual centrepiece around which the iron story unfolds.
The team spent countless R&D hours to meet the 10K resolution needs of the project by leveraging graphic tools optimised for general 4K resolution. This meant running simulation tests and customising and upgrading Giantstep’s proprietary real-time engine technology.
“We love when clients lean into our expertise in technology and storytelling to create brand experiences that go beyond the traditional corporate video,” says Lee. “POSCO took consumer engagement to a whole new level by creating a permanent cultural space that not only tells their brand story but will also entertain and educate people for years to come.”
Creative Technology Company: Giantstep
Executive Producer: Jichul Lee
Project Manager: Heeyoon Ko
Art Director: Ihsu Yoon
CG Artist: Donghyun Kwon, Seulgi Park
Planning Director: Heeyoon Ko
Technical Director: Seungho Choi
TD Developer: Jinwook Beak, Yeongryeol Ju
Technical Advice: Youngwoo Moon
Assistant: Yeji Song
Sound Studio: Sound Kitchen