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Project : Samsung Mobile CORBY Global Launch Event "Countdown"
Client : Samsung Electronics
Interdisciplinarity: Redefining global corporate presentation byconverging catwalk, technology, space branding, digital art performancein Milano Fashion Week
d'strict has implemented interdisciplinary R&D for several years tomaximize the user's experience in the field of creative development,digital & analogue integration, technology, and brand spaceperformance and management. The global launch event for Samsung'sCorby, which was held in Milan, strategically demonstrated withd'strict's interdisciplinary R&D outputs in an physical space.
The success of the Corby project does not limit itself to thecombination of creativity and technology. The Corby global event hasbeen recognized as an innovative experimental marketing practice whichinterconnected a physical space (Touch I platform in the orange room)with an online & mobile (email and mobile application) convergence,and was made possible via a strategic scenario.
d'strict first decided on a launch show in the form of a fashion showcatwalk in view of the Milan Fashion Week, reflecting the lifestyle ofCorby target users, who are young, creative, fashionable, and speedy.It then added diverse interaction techniques and a mix of analogue anddigital presentation within a campaign focused on the youngergeneration's fashion and style icons. By doing so, the Corby launchshow was able to innovatively redefine conventional businesspresentation, which would otherwise have been relatively dull andordinary.
18M long, Real-time Gesture Sensing Hologram Runway
d'strict opted for a 4D art-hologram runway for the Corby launch show.It was aimed at maximizing the effect of the performance by combiningdigital technology with analogue performance art. The performance wasalso significant in that it commercialized media art, previously knownonly to a select few, for diffusion to the general public.
Both sides of the 18m-long catwalk for the fashion show were surroundedwith holograms, producing diverse effects through active interactionwith the models on the stage. The performance was organized so that 550audiences on both sides of the stage would be able to see it.
d'strict used its gesture-sensing hologram, SEE H, to make theholographic images react to the models walking aloing the 18m-longstage. Rather than simply "showing" enormous holograms, it demonstratedhow holograms can interact in real-time with the models. Each hologramwas created as a 3D image to make it seem as if the models weretouching real objects.
Debut Date : Sep. 2009
Size : 18m * 3m (4320x720)
Tools : Cinema4D, 3ds Max, Photoshop, After Effects, Illustrator
Create : dstrict.com