The 3, a content production studio specializing in video production, animation, virtual reality (VR), augmented reality (AR), and photography, has opened its first production house in downtown Louisville.
Producers, cinematographers, videographers, and animators from Chicago, New York, Washington D.C., and Los Angeles have quietly relocated to Derby City for the past two years, recruited by advertising agency Scoppechio to serve clients such as Brown-Forman, Haier’s GE Appliances, and LG&E and KU Energy.
While the state’s famous horse race might have been part of the draw to relocate, the bigger attraction was joining a soon-to-be-formed company that would make waves in the Midwest, offering video technology and solutions previously only available in a handful of major metropolises.
Phase I construction for The 3’s new state-of-the-art studio wrapped up in November. The studio is 8,000 square feet and includes a 2,500-square-foot, fully equipped sound stage, 500-square-foot, two-wall cyclorama, full still photography capabilities and backdrops with strobes, a full industrial kitchen, sound-booth recording space, and multiple editing bays.
One of the unique features of The 3’s new studio is its lighting system. It is one of only 10 studios in the country equipped with the ARRI system featuring SkyLink. One of its many benefits is that it allows The 3 to create highly realistic light blending with CG environments and live-action actors. The lighting in both environments matches to make the virtual environments more realistic in the work that the 3 creates on behalf of its clients.
The 3 now employs 15 and is part of the OvareGroup, a private media and marketing holding company created in May 2019. John Paulson was recently appointed Chief Integration Officer of the OvareGroup, and oversees operations at The 3. Paulson is the former president and general manager of features and advertising post services for Deluxe Entertainment Group.
“This is all part of our plan for The 3 to become the go-to end-to-end content solution for our clients,” Paulson said. “We are working on our own virtual filmmaking solution that we anticipate will be ready within the next 10 months. It will allow live-action shots of people in a green space to be composited in real-time into a virtual environment. For advertising and marketing clients, this is a game-changer. It allows them to approve takes on-the-spot rather than waiting a week or more for the cut. It also allows us to shoot scenes in places like hospitals, doctors’ offices, or surgery centers, without disrupting normal business operations.”
Phase II of The 3’s new studio is expected to be completed by September, adding an additional 12,000 square feet of space, which will include additional editing bays, an audio suite, a dedicated still studio, a client green room, makeup and wardrobe room, and conference rooms.
Located at 400 W. Market St., Suite 300, The 3 produces content solutions including video shoot production, animation, VR/AR, and still photography located in a state-of-the-art studio in the heart of downtown Louisville. The 3 makes content for every screen serving clients, including Brown-Forman’s el Jimador Tequila, Haier’s GE Appliances, and LG&E and KU Energy.