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Comment 28 MAY 2012

HELLO! and Gary make history with revolutionary 3D magazine

28 MAY 2012

HELLO! is thrilled and proud to present a unique publishing experience for its readers today with the world’s first true 3D magazine cover using state-of-the-art 'sculptural photography' to capture Take That star Gary Barlow – the man at the heart of the nation’s Diamond Jubilee celebrations.

The X Factor star was overwhelmed by the technology and said: "I'm very excited to be a part of publishing history with HELLO! and its creation of the world's first true 3D magazine cover.

 

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"The shoot was great fun and very different; it's not every day you have 42 cameras all pointing at you! I'm blown away by the amazing quality of the photography and the technology used to create the HELLO! 3D App is mind-boggling."

HELLO! Editor Rosie Nixon said: "This type of sculptural photography is set to revolutionise the publishing world and I am thrilled that HELLO! is at the cutting-edge and leading the way.

I hope our readers will enjoy this added bonus with HELLO! this week – the opportunity to get up close with our cover star Gary Barlow, happy and glorious as if on the Buckingham Palace balcony in true 3D!"

In his exclusive interview inside this week’s edition of HELLO! the 41-year-old singer, musician and X Factor judge says being put in charge of the Queen's special 60th anniversary concert has been "a dream".








"I'm a punter when it comes to music and I genuinely love every act we've got on," says the Take That star, who has secured performances from such music legends as Sir Elton John, Sir Paul McCartney, Dame Shirley Bassey and Stevie Wonder, as well as newer acts like Jessie J, JLS and Ed Sheeran. "They're gearing up and getting very excited – the Queen is really looking forward to the whole weekend."

Gary's friend and Take That band mate Robbie Williams is also performing at the concert. Asked if he'd been giving first time father-to-be Robbie any tips on becoming a dad, Gary, who has three children and another one on the way, jokes: "Yes, I told him not to do it!" before saying: "No, Rob will be a great dad, he'll be a lot of fun and it'll be the making of him, because having kids is the making of people, I think. Although the child will probably be swearing by the time he's three!"

A sophisticated enhancement known as 'Augmented Reality' has been used to make a 'virtual' front page of this week's edition of HELLO! by downloading the HELLO! 3D App the reader triggers a free-viewpoint 'sculptural' photograph allowing a true 3D image of Gary Barlow to be viewed from any angle using the HELLO! cover as a 'marker' that is recognised by their mobile device.

 

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This innovative cover marks a new way for readers to interactively experience magazine content and highlights how magazines are exploring and developing exciting new ways of differentiating themselves digitally. The App was exclusively designed for HELLO! by app developer Digicave.

Working closely with Timeslice Films, the pioneers of camera array, and utilising Qualcomm's ground-breaking Augmented Reality platform, Vuforia™, Digicave used its pioneering 3D scanning technology to capture Gary Barlow and create the sculptural photograph with 42 Nikon Digital single-lens reflex (DSLR) cameras deployed by Timeslice Films, which formed the backbone of the 3D camera array system.

Callum Rex Reid, CEO of Digicave, explains, "Digicave and Timeslice Films are proud to introduce a first in media content creation. A milestone in mass televisual experience was the coronation of the Queen. The milestone for sculptural photography us at the time of her Diamond Jubilee."

Callum Macmillan, Managing Director of Timeslice Films comments, "From now on you will see sculptural photography used on a regular basis by magazines and media. Camera systems that capture true 3D shape and form will be sent to cover celebrity shoots just as a normal stills photographer is used today and Hello! can proudly claim to have led the way."

 

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Julian Harris, Senior Manager of Business Development for Qualcomm, commented, "We are delighted that Vuforia has been used for such an exciting project. This demonstrates how Vuforia can make your favourite celebrity literally jump off the printed page."

HOW TO SEE THE 3D IMAGE OF GARY BARLOW: Simply download the HELLO! 3D App from the App Store or Google Play on your smart phone or tablet and see the magic as Gary appears to be on the iconic Buckingham Palace balcony.

Users can explore the image and get 'up close' to Gary as never before as his image appears to be jump out of the virtual magazine cover. Then press the ‘video’ icon and see Gary come to life and describe the contents of this special edition of HELLO! to mark the Queen's Diamond Jubilee celebrations over bank holiday weekend.

 

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About Qualcomm

Qualcomm Incorporated (NASDAQ: QCOM) is the world leader in 3G and next-generation mobile technologies. For more than 25 years, Qualcomm ideas and inventions have driven the evolution of digital communications, linking people everywhere more closely to information, entertainment and each other. For more information, visit Qualcomm’s website, OnQ blog, Twitter and Facebook pages.

About Digicave

Digicave is a cutting edge full service digital agency based in Brighton, England, specialising in using today’s best technologies to push the boundaries of instore, web, publishing and mobile experience. Clients include Capcom, Ford, Burberry, and Land Securities. www.digicave.com.


About TimeSlice Films

TimeSlice Films are camera array pioneers with over 30 years of commercial experience and have innovated the technique of multi-camera imaging. Based in London UK, TimeSlice Films work with both DSLR stills & live-action video cameras for a wide range of clients and applications.
www.timeslicefilms.com

The App is available free of charge for Apple devices in iTunes and Android devices in Google Play.

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