Director:
Saam Farahmand
Production:
Mill+
So, how do you get the public to participate in a creative movement even if they're not artists?
You start with the world's most accessible art form: dance.
In collaboration with the director Saam Farahmand, Mill+ created the ABSOLUT BLANK LIVE - a digital campaign that enabled the audience to paint the ABSOLUT bottle with their dance moves.
The way it worked was simple. Someone would step inside the custom built ABSOLUT pod, dance to their favourite tune and their moves were transformed into video art.
An infrared camera tracked their movements. A bespoke C++ software removed the background in real-time and generated unique art works by reading depth, velocity and the colours they were wearing.
At the end of their dance they received an email with a link to the ABSOLUT Blank Live Facebook page, where they could see, share and Like their video. They could also find out where the Pod was going to be next and check everyone else's video portraits.
The best videos captured across all the ABSOLUT BLANK Live events were mixed into a live audio visual set by DJ Jamie XX, at a finale party in London's Shoreditch.
Joel Godfrey, Mill+'s Project Director said, "ABSOLUT is one of the world's most iconic brands, so it has been an incredible opportunity to collaborate with them and create an interactive art installation that's at the cutting edge of digital technology. It was fantastic to be able to see Londoners' unique creativity."
Click here to view the ABSOLUT BLANK Live portraits on Facebook:
Client: Pernod Ricard
Brand: ABSOLUT Vodka
Campaign: ABSOLUT BLANK Live
Production: Mill+
Director: Saam Farahmand
Creative Director: Rodrigo Sobral
Creative Technologist: Hai Nguyen
Project Director: Joel Godfrey
Art Direction: Rodrigo Sobral
Copywriter: Haydn Kerr
Designers: Dhani Sutanto, Anna Charity
2D Lead Artists: Ross Urien
2D Artist: Adam Brandon
Motion Graphics: Oliver Harris
Technical Lead: Tony Volpe
Developers: Patrick Lock, Marcin Dominas
Directors: Oliver Briginshaw, Hugo Vaughan-Hughes
Editors: Oliver Briginshaw, Hugo Vaughan-Hughes