The Brief
To help Macallan, one of the world’s leading single malt whisky brands, launch a unique 3D holographic point of sale campaign promoting its exclusive travel retail range - The Macallan 1824 Collection.
Solution
Inition worked with brand owners The Edrington Group to produce the innovative 3D campaign for use by Maxxium Travel Retail, the European marketing and distribution company. The creative tells the story of the whisky from its heritage in the Scottish Highlands to the unique Macallan distillation process. The campaign features the product itself with 3D animations appearing in and around The Macallan 1824 limited release decanter.
Inition’s 3D artists created the content, a blend of CGI and live-action, with 3 different perspectives providing a unique view from each side of the display. Each stage of the distillery process is visualised from barley fields to quality oak casts, to highlight the processes that contribute to the colour, aroma and flavour of The Macallan, as the tagline states “All our experience distilled into one special collection.”
Results
The unique point of sale displays can be seen at over 20 locations around the world, with five in America, over a dozen in Asia and the rest across Europe.
Mariska van Beukering, European Marketing Manager at Maxxium Travel Retail commented: “We are always looking to reach consumers in new and interesting ways and this holographic display certainly delivers a novel and captivating point of sale display.”
“This innovative holographic promotion really delivers the wow factor at the critical point of sale. The visual impact of the holographic imagery succeeded in grabbing the attention of shoppers and allowed us to tell the story of The Macallan in a unique and engaging way." Patricia Lee, Marketing Assistant at The Edrington Group
Visit our London demo studio to see the piece yourself.
RealFiction Dreamoc
INITION says:
29 Nov–1 Dec 2011: Inition Display & Visualisation Open Event
Inition continues its series of open events with a new showcase featuring the very latest in dis
Ford C-MAX Launch Outdoor Augmented Reality Campaign
Inition Create Immersive 360° Experience for River and Rowing Museum
Inition Instigate Europe’s Largest In-Store 3D Screen Network
Red Stag Launches Augmented Reality Party Powered by MagicSymbol
Beam Global Spirits & Wine is launching an interactive augmented reality campaign for Red St
The Macallan Initiate Cutting Edge In-Store Holographic Campaign
This week, The Macallan, one of the world’s leading single malt whisky brands, launched a unique
360 Degree Immersive Installation: Henley Regatta Experience
The Brief
To produce an immersive experience for the Henley River and Rowing museum that would allow visitors to experience a race in the Henley Regatta from the Cox's point of view.
Solution and Results
Inition created a bespoke immersive 360 degree experience using a head-mounted display. Two races were shot at the Henley Royal Regatta and Women's Regatta. In order to capture the all the action, the races were shot using a custom designed 360 filming rig, mounted in the stern of the boat where the Cox would normally sit.
Museum visitors wearing the installed head-mounted display which, thanks to a precision intertial tracking, allowed them to look around through a full 360 degrees of the action. A stereo sound track was also created with audio recorded from the races.
Post-production took place at Inition's and involved a conversion of captured 'donut' high definition video into 360° panoramic format. Inition also developed the software to view the 360° video inside a head-mounted display and interface to the tracking system.
Absolut Vodka 3D Powerpoint
The Brief
Stream Worldwide approached Inition to create a 3D PowerPoint presentation for Pernod Ricard UK’s top selling brand label Absolut. The presentation was for their annual sales and marketing conference which was held at Twickenham Rugby Stadium in September 2009.
Solution and Results
Lee Spooner headed up Inition’s team to create the stereoscopic 3D CGI content based around the latest ad campaign for Absolut. The creative featured a 3D Absolut vodka bottle, paper animated lanterns and animated text. These were then rendered out as stereoscopic 3D video files and integrated into the latest cutting edge 3D power point software: S3D Presenter. James Marks and Inition’s technical team projected this onto our spectral 240 3D stereoscopic screen (426x320cm) from our duality 3D projection system.
S3D presenter software is a high-end dynamic 3D PowerPoint presentation add on that allows slides to be played back in real time and integrated with pre-rendered 3D video files. Inition is one of the first companies in the UK to offer this service.
Inition was given a tight deadline by Absolut and succeeded in turning around the project in just four days.
Ford C-MAX Campaign: AR with Gestural Interface
The Ford C-MAX augmented reality campaign ran for two weeks across ten shopping malls with over 125,000 curious shoppers interacting with Ford’s Grand C-MAX vehicle. A selection of on-screen icons allowed participants to explore various features of the car including 'Door Slide', 'Seating', 'Power Tail' and 'Spin' with a 'Minority Report' style gesture-controlled interface.
The Brief
The brief from Ford demanded us to track users in the most natural way possible to allow them to 'play' with an interactive product advert. No markers or other symbols could be relied on. It also had to ignore people walking past while allowing precise control and selection from the interface.
FORD C-max DOOH AR campaign from Inition on Vimeo.
Solution
Inition were approached by digital production company Grand Visual who asked if this was possible and thanks to our recent distribution agreement for the Panasonic D-Imager (a Microsoft Kinect-like depth or Z camera) we provided a simple proof-of-concept demo within one day which secured the project.
Over the next few weeks, our in house team of C++ developers developed an application based on OpenFrameWorks and OpenCV SDKs to code the real-time sensing and video display engine. A sophisticated blob tracking and depth thresholding algorithm sensed the participant's hands allowing the car to follow the user's movements. A flocking algorithm gave a fluid, graceful movement around the screen with the optimum amount of 'bounce'. Full HD resolution, portrait graphics, webcam capture, depth and video camera aspect matching and alignment, gestural user interface, interaction logging for usage analysis and hardware fault tolerance were added before going live.
Fine Tuning and Feedback at Every Stage- An important part of the project was the ability to "fine tune" and "play" with all the control parameters via an on-screen interface. On-screen debugging and depth camera modes allowed us to optimise every aspect of the interaction experience. Our development team provided regular “work in progress” videos and executable versions for the client allowing feedback to be incorporated at every stage.
Inition were present for repeated on-site testing with JCDecaux prior to deployment to ensure the software could cope with the rigours of the real-world environment. Issues included reflection scatter from glass shop windows which were tackled with temporal and contrast filtering of the depth image.
Results
- Across ten shopping malls 125,000 customers interacted with Ford's Grand C-MAX vehicle.
- Check out the video to see the installation in action!
Givaudan - Augmented Reality for Cannes perfume symposium
The Brief
To create an augmented reality campaign for leading international perfumery Givaudan.
Solution and Results
Working with Amigo, Inition produced an augmented reality 3D piece to showcase their perfume and the main ingredients that go into creating their unique fragrances. The campaign was shown on a large screen at Givaudan's perfume symposium in Cannes.
The participant holds up their invitation card to the webcam to start the interaction. A perfume bottle appears and the lid pops off to reveal a misty aroma followed by four of the main perfume ingredients: Mimosa, Bergamot, Iris & Jasmin. The ingredients then circle the bottle to demonstrate how the fragrance is created and then fall back into the bottle to form the key notes of the perfume. The bottle fades out to reveal Givaudan’s animated logo and strap line “Givaudan – Engaging the Senses”.
Grant's Whisky Augmented Reality Bar Promo
The Brief
Platypus Productions approached Inition for help promoting the new "Grant's, try a different angle" campaign.
Solution
Inition created an unusual competition which ran in various clubs and bars in cities across South Africa, including Cape Town, Durban and Johannesburg.
Participants were invited to try their luck at winning various prizes, from free drinks to iPods, to link with the campaign. Winners were determined by the angle at which a spinning Grant's Whisky bottle landed on their symbol card.
Results
As the photos above show, the competition drew in large numbers of participants eager to spin Grant's Whisky bottle.