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The new Audi A5 Coupé premiere took place in Moscow in the end of last year and became the world’s first automobile launch event employing real-time motion tracking technology. The “Artificial Intelligence vs YOU” concept inspired the innovative show, which was the result of a creative collaboration between the event’s general producer, DEPARTÁMENT New & Wow Marketing agency, SILA SVETA studio and Interactive Lab.
Awards
By becoming the author and the main character of its own presentation, the car could effortlessly control the 3D mapping scenario by simply driving around the projected area. Special sensors were able to detect the car’s precise location in the 300+ sq. m space. In combination with a custom tracking system, it allowed to instantly synchronize projected graphics and lights with the car’s movements. More than 400 guests watched the impressive show from the stand designed to secure a specific viewing angle. At the show’s culmination point each of them received a phone call with a short phrase “But You Can” from Artificial Intelligence.
Reviews
project team
General Producer & Creative Agency DEPARTÁMENT New&Wow Marketing Creative & Technology Concept DEPARTÁMENT x SILA SVETA x Interactive Lab Video Content And Special Effects SILA SVETA Interactive Show, Tracking System Interactive Lab Music & Sound Design Monoleak
Sila Sveta Team Art Director Ilya Balakin Creative Director Alexander Us Project Manager Dmitry Babanin Production Director Vadim Vinogorov Producers Alexander Us, Alexey Rozov Supervisors Zoya Kharakoz, Mikhail Dadaev Concept Artists Polina Sukhanova, Ekaterina Konovalova Designers Denis Sidorenko, Anton Nguyen, Sergey Akulyonok, Maxim Bitiukov, Darya Shurkina, Inna Savina, Zoya Kharakoz, Oleg Barankin, Vitaly Zykov, Vitaly Babich Technical Director Dmitry Petrov Video Engineers Maxim Tulin, Denis Akopov Technical Production Sergey Zakharov, Vladimir Popilin, Mursal Mamedov, Pavel Ivashchenko, Dmitry Lobov, Fedor Selin, Mikhail Portnov, Yury Volodkin
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