IM2 CASE STUDY - INTRO

Our process in creating over 125 shots for this blockbuster

In June 2009, Marvel Studios asked Perception to assist in delivering a simple graphics package to be used as an 80 foot projected backdrop for the Summer 2010 blockbuster "Iron Man 2". Immediately impressed with the team's ability to immerse themselves in this world, Marvel Studios continued to seek Perception's assistance in bringing numerous fantasy elements to life. Fast forward six months later to March 2010, and Perception's role on Iron Man 2 had increased tenfold as the team delivered the last of over 125 shots, including the concepting, design and animation of various futuristic interface elements, numerous mock broadcast packages, and a tremendous amount of detailed compositing work.

IM2 Case Study - Stark Expo Keynote

The Stark Expo Keynote

Perception's involvement in Iron Man 2 began during principal photography of the film, as the team at Marvel Studios was looking for a video to accompany a speech given by Tony Stark (Robert Downey Jr.), announcing the return of the Stark Expo. Rather than a corporate power-point presentation, Tony Stark delivers his keynote in a rock concert atmosphere with a video presentation playing on a 74 foot wide screen.

They started by presenting styleframes exploring various options
Based on feedback from the styleframes, the design evolved into this motion test:

im2 - expo presentation

IM2 Case Study - stark Expo Keynote

STARK EXPO KEYNOTE

 Tony's presentation eventually leads into a piece of vintage footage featuring Tony Stark's father, Howard, giving a presentation recorded in the early seventies. To add an extra layer of authenticity, his speech would need to be capped off with an era-appropriate logo animation. Perception had a tremendous amount of fun browsing through piles of vintage logo animations looking for inspiration, some of which can be seen here:http://www.youtube.com/watch?v=iWDNJHeNKp8&feature=relatedThese are some of the proposed concepts:  

im2 - vintage expo logos

IM2 Case Study - STARK EXPO RESULTS

FINAL CONCEPT

The final elements for the Expo Presentation were projected onto a massive 74 foot wide LED screen as part of a massive set built near the Sepulveda Dam.

IM2 - PITCHING CONCEPTS

PITCHING CONCEPTS

Upon successfully delivering all of the elements, Perception moved their attention to something they were fascinated with. While presenting concepts for the presentation, the client noted that one design in particular (see lower left panel of Expo Frames) reminded them of Tony Stark's phone, a prop seen throughout the film. The moment the people at Marvel mentioned a "it's like an iPhone, but transparent glass" the team at Perception all knew that whether requested or not, they had to mock up a test of the "Stark-Phone" in action. Since Perception initiated this test without a client brief or context for where it would appear in the film, they used it as a way of exploring several different concepts within a handheld interface, and even shot the scene in their studio.

IM2 - prelim test

PRELIMINARY TEST

im2 - pda prelim test

IM2 CASE STUDY - HOLOGRAPH

HOLOGRAPH

Perception was given an opportunity to pitch an elaborate series of sequences taking place within Tony Stark's hologram filled garage workshop. On a brisk 4-day turnaround, they completed this test showing how this holographic environment could exist around Tony, as well as some additional style frames. After presenting the tests, Perception was contracted to complete a number of different shots containing the phone in the film, in addition to numerous other elements, including a coffee table interface, window monitors, and various other screen designs and interface elements, none of which had pre-existing concept art. After a very thorough briefing from the team at Marvel Studios, work began on a number of different elements, each going through phases of design, animation, and final compositing.

im2 - holotest

IM2 CASE STUDY - COFFEE TABLE INTERFACE

COFFEE TABLE INTERFACE

 Tony Stark's "smart glass" coffee table was a particularly fascinating element to work with, not only as a cool technical gadget, but as an element that provides context for a new character and an outlet for Tony's personality. In this sequence, Tony Stark is utilizing the table to conduct a sort of "background check" during an interview with Natalie Rushman (Scarlett Johanson).The Perception team started by focusing on the general layout of the interface, which allowed them to conceptualize ways for Tony to perform something as simple as a Google search. It was important to Jon Favreau and the team at Marvel Studios that the coffee table interface be legible and logical, while still appearing to be several generations beyond the typical user experience.Perception presented two versions of each of six concepts. One with the graphics flat in the frame as if a "screenshot" so that Favreau and his team at Marvel could inspect every detail, and a version with the interfaces temporarily compositied into the scene to provide an accurate view of how the interfaces would work in the context of the final shot.Once a direction was approved, Perception worked with the Marvel team in refining the content contained within the interface, as well as adjusting the timing and pacing to match the narrative leading to the final shots used in the film.

im2 - table final

im2 CASE STUDY - STARK PDA

STARK PDA

 Excited to explore forward-thinking approaches to the most quickly changing mode of computing, Perception began work designing the interface for the Stark PDA. They felt it was important to balance the complexity and sophistication of an interface that felt futuristic with elements that felt familiar and phone-like. The team worked with Director Jon Favreau and VFX Supervisor Janek Sirrs in striking that balance and were grateful for their insight and impressive attention to detail. Perception also needed to create an interface that would function properly within the context of the already shot footage of Robert Downey Jr improvising gestural inputs with a blank phone (they found themselves designing several circular navigation devices to match his "dialing" gestures).As with the table, Perception presented flat designs of the interfaces, as well as shots with the interface temporarily composited:         

im2 CASE STUDY - STARK PDA 2

FINAL SHOTS

Once Perception had their final design approved, they animated the PDA performing a number of different tasks during Tony Stark's Senate hearing. They showed the PDA as Tony scrolls through various video files, as well as how he uses the PDA to hack into the Senate hall's video feed to take over the monitors.

IM2 CASE STUDY - pda final

im2 CASE STUDY - MONACO RACE GRAPHIC PACKAGE

MONACO RACE GRAPHIC PACKAGE

 Marvel Studios asked Perception to lend some authenticity to a large set piece in the film, the Monaco Grand Prix. Perception was able to utilize their experience with broadcast sport packages in creating on-screen graphics that would display the Monaco Grand Prix as a worldwide televised event. It was important that the Monaco graphics had the slickness of a high-profile broadcast package, while maintaining the European sophistication of Formula 1 racing.They started with numerous concepts for both a title treatment, as well as leaderboard graphics:         

im2 - monaco final

im2 CASE STUDY - "SMART GLASS" MIRROR & TELEVISION DISPLAY

"SMART GLASS" MIRROR & TELEVISION DISPLAY

As every network is running "breaking news" bulletins regarding Stark's latest actions, Tony and company keep tabs on them via the multiple television screens which appear embedded within his home windows. In creating television displays for Tony's "Smart Glass" Windows, Perception was tasked to frame broadcast footage with enough additional layers of information so that weather, stock prices, and various news feeds were all available at a glance.

im2 CASE STUDY - "SMART GLASS" MIRROR & TELEVISION DISPLAY 2

TONY'S MIRROR

The mirror, which appears in Tony Stark's bedroom is another element that appears on-demand, based on Tony's location within the room. Not only does transparent glass snap into a mirror, but numerous widgets appear around the mirror's perimeter displaying relevant information.

IM2 CASE STUDY - ADDITIONAL SCREEN DESIGN ELEMENTS

ADDITIONAL SCREEN DESIGN ELEMENTS

Perception created a number of designs for a wide range of additional video assets, from military presentation graphics to news station lower thirds, to classified footage overlays, each one lending an added layer of authenticity in bringing these fantasy elements into a more recognizable world.

IM2 CASE STUDY - TYING IT ALL TOGETHER

TYING IT ALL TOGETHER

Once all design and animation was completed, Perception had to fuse these elements into the existing footage with air-tight compositing, all done at 2K. No matter how simple the element, there was a tremendous amount of attention to every aspect of the compositing to ensure that there was a seamless meld between Perception's interfaces and the footage plates.

im2 - VFX MONTAGE

IM2 CASE STUDY - TYING IT ALL TOGETHER 2

IRON MAN 2 GFX MONTAGE

IM2 CASE STUDY - The Experience

THE EXPERIENCE

It was truly an honor for Perception to be involved in such an exciting project, and those who have spent time in the hallways of the office understand the level of excitement to be involved in the Marvel Universe. The enthusiasm everyone has towards this project allowed the team to collaborate while challenging each other, as well as keeping the team positive, motivated, and energetic, even when they found themselves in the studio at 4am racing towards a deadline. Their biggest thanks to Jon Favreau and the entire team at Marvel Studios for a fantastic collaborative experience.

IM2 CASE STUDY - The Response

THE RESPONSE

 The reaction to the film has been staggering. Having the 5th largest opening weekend ever at $128 Million +, Iron Man 2 is estimated to be the largest grossing movie of 2010. The response to the work that Perception contributed to the film has been phenomenal. Breaking the story about Perception's involvement was Engadget, the #1 website for technology news, followed by Gizmodo, Forbes, Greyscalegorilla and a number of other sites. Traffic being routed to Perception's website has been the highest ever in the company's history.Check out some of the work mentions here, and follow what everyone has been saying about the work produced by Perception.