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Cartier Aleph

I'm proud to present the content I shot for a holographic in-store viewer for Cartier and The Cartier Retail Innovations Lab. The project, dubbed Aleph, is a digital vitrine displaying holograms of Cartier's high jewelry; One-of-a-kind pieces with multi-million-dollar price tags. Pieces that can't be in more than 1 physical location at the same time, until now. The first part of the project: Using 1080 hi-res stills (1 frame per 1/3-degree rotation) we created ultra-smooth and zoomable HD 360s of 6 uniquely challenging high jewelry pieces. The challenge was lighting the jewelry while keeping a pure black background and hiding all rigging because we were allowed NO retouching! Global color and density adjustments only! Unlike a typical jewelry shot, which has several lighting scenarios (lighting for metals, for main stones, for secondary stones etc.) all composited together; for Aleph each shot had to have all lighting scenarios done at the same time. This all-in-1 lighting setup had to work not only for the 1 key frame but also for the other 1079 frames needed to make the 360. The second part of the project was capturing the caustic reflections; think of the light that sparkles on the underside of a bridge when moonlight reflects off the water below. To capture these reflections and have them sync perfectly with the jewelry I needed to capture the same 1080 frames, except with a completely separate lighting and camera set up. Using custom written computer software controlling a turntable holding the jewelry would advance 1/3 of a degree, pause for 1/2 second to allow for vibrations to settle, then the main camera and it's lighting would fire, followed by the caustic camera and it's lighting set-up. The turntable would then rotate another third and the process would repeat. Each piece took over 2 hours to shoot!

Project Roles
Photographer
Company
Cartier
Skills
360 Photography, Adobe Photoshop, Capture One Pro, Color Grading, Commercial, Editing, Language: Korean, Lighting, Macro, Managing Budgets, Post-Production, Retouching, Rigging, Still Life, Still Life Photography, Studio, Technology
Media
360° Video, Advertising, Photography
Project Industries
Advertising, Luxury
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Cartier Aleph
Collaborators