GOOD NEWS BILLBOARD
The brief from the global management team at LG was to create an iteration of the brand line ‘Life’s Good’ in the Times Square area.
Interpreting this, we set to the task of creating the interactive character known as Gil. Brought to life on the huge digital billboard, he would share positive messages and stories from around the world, and invite any passerby to participate via text messages and tweets.
TIMES SQUARE LAUNCH
The main challenge was that it all had to happen in real time, and stand out in the highly cluttered advertising environment of Times Square.
Bring on the digital partners from North Kingdom, Sweden. These guys accomplished the impossible through a highly ingenious solution involving the use of high resolution 3D programs linked with tracking human movements then synced up with SMS messages, RSS feeds, and Tweets that were then influenced by a human moderator overseeing the control elements. Breathe in.
The character was built to feel “alive” from the results of hundreds of animations. In order to create a large enough volume of content, 5-minute segments of action were mixed in with video bumpers, so people felt the very real time nature of the display to make it very engaging.
CASE STUDY VIDEO
(Only if you're up for it of course!)
SOME SCREEN EXAMPLES