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.