We developed real-time interactive visuals that react to dance movements for Absolut’s marketing campaign Absolut Blank. The campaign aimed to inspire creativity in people, connecting them with the brand in a fun and interactive way.
We worked with a team of people to develop a pod that contained a blue screen room (more on choosing blue instead of green below) and a mini studio that housed computers, printer and audio equipment. The pod was made from a shipping container, so that it could be lifted on to a lorry and transported to festivals across the UK.
Development started with the creation of custom pixel shaders that removed the blue background in real-time and replaced the background with our interactive visuals.
The first challenge was to create a keying filter that worked well with the colour blue instead of green (green is normally used as less clothes are coloured green). Background deduction on people wearing blue is a complicated process. We overcame the issue by setting our success rate to 80%, people that fell into the 20% rejoin would still be able to create cool looking visuals, but parts of their clothes would be filtered out.
So, why did we use blue instead of green? Branding of course, we always advise our clients on the best way to achieve the outcome, but in some situations branding is more important than a higher success rate.
Once we were happy with the underlying system it was time to create the visual element. During the consultation process Absolut showed an interest in Forms by Quoyola.
We created four interactive visuals that each had a set of six colour palettes chosen by Absolut. Irwin Quemener of cloneproduction developed two of the effects using shaders developed in DX9. Irwin is a leading programmer in the DX11 special effects community, it's well worth checking out his work.
As people danced inside the pod, the video feed and generative visuals were displayed outside on TV screens. When song ended, the dancer was given a photo of them dancing while surrounded by visuals that they had created.