Virgin Media: 4D Hype Billboard

A multi-sensory 4D billboard, Lodon

Virgin Media: 4D Hype Billboard

A multi-sensory 4D billboard, Lodon

Client

Virgin Media / Audience

Location

King's Cross, London

Client

Virgin Media / Audience

Location

King's Cross, London

Project Details

Disrupting King's Cross!

To help launch Virgin Media’s new product ‘Stream’, NOVAK worked in collaboration with brand experience agency, Audience, to create a first of its kind multi-sensory 4D billboard, located in London’s King’s Cross. Combining real-time interaction and immersive OOH (out of home) 3D techniques, NOVAK created one of the most engaging brand experiences ever seen!

Project Details

Disrupting King's Cross!

To help launch Virgin Media’s new product ‘Stream’, NOVAK worked in collaboration with brand experience agency, Audience, to create a first of its kind multi-sensory 4D billboard, located in London’s King’s Cross. Combining real-time interaction and immersive OOH (out of home) 3D techniques, NOVAK created one of the most engaging brand experiences ever seen!

The Brief

Elevating the Concept.

Virgin Media’s marketing for their new Stream product included a sensational broadcast campaign depicting TV’s coming to life and getting excited about this new service hitting their screens, voiced by iconic UK Garage artist, MC Neat. Our brief was to take this concept and elevate it to new levels and create a truly unique interactive brand activation like never before.

The Brief

Elevating the Concept.

Virgin Media’s marketing for their new Stream product included a sensational broadcast campaign depicting TV’s coming to life and getting excited about this new service hitting their screens, voiced by iconic UK Garage artist, MC Neat. Our brief was to take this concept and elevate it to new levels and create a truly unique interactive brand activation like never before.

Our Response

Exploding out!

NOVAK created a solution that enabled MC Neat, who was hidden back-stage, to control a giant set of 3D lips and engage in real time conversation with passers by at one of the UK’s busiest train stations, London King’s Cross. Using facial motion capture technology, 3D design and a games engine tools, we created a solution that tracked mouth movements which then synchronized with a set of rigged 3D lips, creating recognisable mouth poses, all of which was happening in real-time. The lips were then presented across a large LED cube, where we employed forced perspective 3D mapping techniques, creating a 3D OOH (out of home) effect, that gave the illusion of the lips extending out beyond the confines of the screen. All of which was combined with a selection of banging UK Garage hits performed by DJ Luck & MC Neat, this multi-sensory experience exploded out onto the people of London.

Our Response

Exploding out!

NOVAK created a solution that enabled MC Neat, who was hidden back-stage, to control a giant set of 3D lips and engage in real time conversation with passers by at one of the UK’s busiest train stations, London King’s Cross. Using facial motion capture technology, 3D design and a games engine tools, we created a solution that tracked mouth movements which then synchronized with a set of rigged 3D lips, creating recognisable mouth poses, all of which was happening in real-time. The lips were then presented across a large LED cube, where we employed forced perspective 3D mapping techniques, creating a 3D OOH (out of home) effect, that gave the illusion of the lips extending out beyond the confines of the screen. All of which was combined with a selection of banging UK Garage hits performed by DJ Luck & MC Neat, this multi-sensory experience exploded out onto the people of London.

Credits

Client: Virgin Media 
Agency: Audience 
Interactive Design: NOVAK and Nosebleed Interactive  
3D Design: NOVAK 
LED: iMAG Displays 
Video Control: Graymatter Video

Credits

Client: Virgin Media 
Agency: Audience 
Interactive Design: NOVAK and Nosebleed Interactive  
3D Design: NOVAK 
LED: iMAG Displays 
Video Control: Graymatter Video