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Zerofractal Produces Integrated Media Presentation For Proposal Of World's Largest Observation Wheel
Sep 28, 2012 (05:09 PM EDT)

MIAMI, Sept. 28, 2012 /PRNewswire-iReach/ -- Combining Video editing, 3D compositing and rotoscoping, iBook development, and traditional print, Zerofractal produces media kit for The New York Wheel.


Construction plans were recently unveiled for the building of the world's largest observation wheel on Staten Island's St. George. The project, announced by New York City Mayor Michael Bloomberg, will include a 470,000 square foot complex with outlet shops and a hotel. To accurately showcase the project, Zerofractal, in association with M4 Media, worked to create still and video renderings of the wheel as it would look once completed. Along with a book that featured various images of the wheel from street level, birds-eye, and from downtown Manhattan, an iPad iBook version included videos of fly-overs at different times of the day, giving the viewers a chance to see how it would look like alongside other New York City icons.

"We started out with a CAD 3D file, which we cleaned up in Maya, in order to get smoother geometry", explained Alex Shabatayev, head of Zerofractal's 3D department. "After that, we integrated the model into the still images using Cinema 4D R13, then put the final touches in Adobe Photoshop."

Helicopter flyovers over Manhattan and Staten Island were shot specifically for this project. However, since the videos are supposed to represent a day in the year 2016 (the proposed grand opening of the wheel is December 2015), One World Trade Center had to shown as completed. "We digitally removed the cranes from the skyline using Mocha Pro, and added the top of 1WTC with Luxology Modo, and the final compositing was done in Adobe After Effects. That way, the shot really looks like a day in the future", Shabatayev said.

"From the start, our idea was to include as many different media types as possible", added Zerofractal co-founder Jairo Gonzalez. "We wanted to present the recipients with something they could touch, feel and interact with. So apart from the videos and images, we designed a 17x22 book with images and text showcasing the project.  The presentation was an opportunity for Zerofractal to showcase its strong suit: Multimedia integration", Gonzalez said. "Through video, print, and interactive media, our focus is always getting the message across in the most effective way possible."

Zerofractal is an award winning new media design studio, with over ten years experience in creating immersive experiences in a wide range of mediums. Whatever the challenge, Zerofractal strives to be at the cutting edge. Zerofractal is headquartered in Miami and has offices in Toronto.

Media Contact: Alexander Shabetayev Zerofractal Studios, 305-351-7147,

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SOURCE Zerofractal Studios