The Brief
OgilvyOne, one of the UK's leading digital and direct agencies approached Inition to help them put together a competitive pitch in order to win the British Aiways global digital account. Inition was asked to propose a high-tech method of including CEO Annette King in the pitch presentations, even though she was not to be physically there.
Solution
Inition built a solution around live motion-capture and a holographic display. This allowed Annette to be transported into the presentation allowing her to see, hear and interact with the people in the room via a pint-sized avatar of herself. The technologies used included a DreamOc Pepper's Ghost display, an Animazoo suit and bespoke software and character built using a 3D scan of Annette's face. Every movement of the real Annette was mirrored live in her remote Avatar. Annette was also able to speak and answer questions at the remote location.
Results
Annette King, CEO of OgilvyOne said, "Inition has helped us deliver a creative technological pitch. The clients were bowled over by the presentation and stunned to see such unique use of technology especially in the advertising agency pitch setting. Not only did Inition make it easy and economical for us but they also showed how passionate they are about doing something innovative and challenging."
OgilyOne used Inition and Annette's avatar at several stages of the pitch, including on an iPhone app and went on to win the BA account.
BBC Bang Goes The Theory - Dance Capture Lab
The Brief
To provide an Organic Motion, Markerless Motion capture system for BBCs Bang Goes The Theory TV series, at one of their Roadshows in Edinburgh.
Solution
The Organic Motion stage was used as part of an experiment, using members of the public to see how people judge different peoples dancing abilities.
Results
Hundreds of people used the system throughout the day, allowing memebers of the public to just walk into the space and be tracked straight away.
The Macallan 'Holographic' Point-of-Sale Display
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.