The augmented-reality application is from Medivis, a start-up medical visualization company that is using Verizon’s next-generation 5G wireless speeds to deliver the high speeds and low latencies necessary for the application’s large datasets and interactive frame rates. The 30-second commercial features surgeons and radiologists using high-fidelity holographic 3D anatomical renderings that can be viewed from every angle and even projected onto a person’s body for a more comprehensive examination, while the imagery can potentially be shared remotely in near real time. Verizon took the latter approach for a campaign promoting its 5G Ultra Wideband.įor the spot Helping Doctors Fight Cancer, directed by Christian Weber, Verizon adds a human touch to its technology through a compelling story illustrating how its 5G network is being used within a mixed-reality environment so doctors can better treat cancer patients. Some do it through a direct sales approach. The main goal of television advertisements - whether they are 15, 30 or 60 seconds in length - is to sell a product. For the Chantix Turkey Campaign, digital artists took a completely different method, incorporating a stylized digital spokes-character - with feathers, nonetheless – into various scenes. In the Verizon commercial Helping Doctors Fight Cancer, augmented reality is transferred from a holographic medical application and fused into a heartwarming piece thanks to an extremely delicate production process.
Here, we examine two very different approaches to using effects in this way. Today, countless commercials are using increasingly complex VFX to entertain, to explain and to elevate a message. Once too expensive to consider for use in television commercials, visual effects soon found their way into this realm, enlivening and enhancing the spots.
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