Green light at the Dark Knight

  • Experiential
  • July 31, 2012
  • StopPress Team
Green light at the Dark Knight

It's been featured in Wired, the Huffington Post (“a virtual reality explosion”), The Daily What (“a prototype for Skrillex’s inevitable 2017 Super Bowl half-time show) and a fair bit here on StopPress. And the V Motion Project has started its experiential journey into the public domain, with a surprise in-cinema activation showing the technology in effect on the big screen. 

 http://www.youtube.com/watch?v=Yzf9wcQyYnQ Created by Colenso BBDO's activation arm Proximity Pulse, with media strategy by OMD, members of the public attending the midnight premiere of The Dark Night Rises experienced a live demonstration of The V Motion Project track ‘Can’t help myself’ by motion artist Josh Cesan, with the graphics produced by the performance projected on to the 32.6 x 12.2m XtremeScreen.

Given the horrible events that took place at another Dark Knight Rises premiere in Colorado, many have pointed out the unfortunate timing of this stunt, which is the first of a string of activations that will be rolled out over the coming months, and it's led to a host of insensitive comments on YouTube. But, judging by the hootin' and hollerin' in the video, it seemed to go down well on the night. 

“Being able to run a live performance from our latest V campaign was a great way to bring the campaign to life for consumers in a very V subversive way. The stunt provides another layer to the campaign and more content for the social channel,” says Cormac van den Hoofdakker, senior brand manager for V.  

Check out the full project at v.co.nz or continue to follow with the V fans on facebook.com/venergynz.

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