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Leveling the Lenticular Playing Field

(March 2007) posted on Thu Mar 15, 2007

How five wide-format print providers have upped their game in lenticular.

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By Kacey King

In business for 4 years, Total Graphic Solutions has been producing lenticular work for all but the first of those. The company has 12 employees at its 18,000-sq ft facility; its clients include primarily ad agencies and print brokers. In addition to its Inca Columbia and 60-in. Seal laminator, the company owns an Inca Columbia Turbo, a Gandinnovation Jeti, a 65-in. banner sheeting machine, and a Warthog router.


Flipping for Nike

For Nike’s ad agency Wieden + Kennedy, Dynamic Images in Hawthorne, CA, recently produced an out-of-home bus shelter campaign that was installed in multiple cities around the country including New York City (225 pieces), Denver (75 pieces), and Baltimore (80 pieces). The graphics consisted of a lenticular flip image promoting Jordan Melo Nike shoes; one side was a close-up of the shoes, while the other was an image of Denver Nuggets basketball star Carmelo Anthony leaning against himself in different outfits.

Ad agency Wieden + Kennedy designed the images with guidance from Dynamic Images on the best way to optimize the lenticular effect. Once Dynamic received the images, it moved them through its photographic lenticular process, using a 15-lpi lens and a laser cutter to trim off final edges to exact specifications. Dynamic Images took 10 days to produce all 400 pieces for this project, which were installed just in time for the beginning of the Christmas shopping season, in November 2006. The images remained installed for 30 days.

Dynamic Images moved into lenticular when owner Don Metcalf purchased the equipment, software, and patents from Kodak’s Dynamic Imaging division when it exited the marketplace 5 years ago. Since then, the company has used the Kodak patents and method to produce lenticular. This method involves proprietary software that interlaces the image and then writes the file out onto a large-format 30 x 30-in. color film negative, which allows the file to maintain extremely high photographic resolution. This negative then goes into a custom-built optical enlarger that enlarges the image onto Kodak Duratrans. The Duratrans is processed and the lenticular lens is glued using a proprietary gluing system with hand alignment onto the photographic print.