360Heros Camera Rig, image courtesy of Michael Kintner

The CubeX enabled some crazy cool technology to be released this week! The new Beck video “Sound and Vision”  (a remake of the David Bowie classic for the Lincoln Motor Company’s campaign Hello-Again) was shot using a 360Heros camera rig, which was dreamed up and brought to life via 3D printing by entrepreneur Michael Kintner. Kintner came up with the idea after scuba diving and finding out that he had been trailed by a shark during his swim. He wished not only that he had been able to see the shark himself, but that there was a more all-encompassing way to share such experiences in general. His solution was to perfect and make accessible a 360 rig for film and photography.

Kintner called 3D Systems, learned about and bought Alibre Design Expert software and the CubeX printer and got started. The CubeX and software gave Kintner’s process great efficiency, allowing him to design, print, test and modify his prototypes in swift succession. Within a day of receiving his 3D printer Michael was holding his first prototype of the rig. What Kintner appreciated most, however, was the smooth integration and operation of all the 3D solutions he used, from software, to printer, to materials. “The CubeX and Alibre Design make my 3D printing and redesigns quick and seamless,” Kintner said. Hear more from Michael himself how to the 360Heros works and how it will change the way you watch and experience video:

And his idea took him to Hollywood. Through the marvels of social media, director Chris Milk read about Kintner’s 360Heros rig and reached out to him to use it for Beck’s all-encompassing performance experience. Beck describes “Sound and Vision” as a song that’s “more open ended… [with] some chaos,” so Milk chose videography to capture and compliment that vibe. Milk says Kintner’s rig was “the whole premise of the gig.” The video captures four stereo tracks of audio while unavoidably featuring the audience as part of the show. It’s as close to a live-concert as you can get; like teleporting from your tablet!

Want to learn more? Here’s a video on how the 360Heros works:

Check out these behind the scenes photos from the shoot:

Michael working with director Chris Milk on editing the footage, image courtesy of Michael Kintner

Michael working with director Chris Milk and Beck, image courtesy of Michael Kintner

360Heros in action, image courtesy of Michael Kintner

image courtesy of Michael Kintner

image courtesy of Michael Kintner