2016, 七月 星期五
Spotlight on "Tribeca ReActor"
JWT New York launched the “Tribeca ReActor” – a first of its kind machine – as a way to celebrate and promote the Tribeca Film Festival’s (TFF) 15th year. The campaign was awarded extensively at Cannes, bringing home a Silver Lion in Media, a Bronze Lion in Cyber, and a Bronze Lion in Promo & Activation.
The “Tribeca ReActor” combines facial recognition technology with motion sensors to create a device that allowed New Yorkers to unleash their inner thespian.
The booth recorded pedestrians as they re-enacting notable scenes from beloved films. The ReActor then dropped participants’ best performances into the real movie scenes to create YouTube videos that could be shared online via social channels.
No acting challenge is complete without a prize. The ReActor, which was stationed at various places around New York City, judged participants’ performances and rewarded the highest scores with free tickets to the Tribeca Film Festival.
JWT New York explains everything from the campaign’s initial design process to its Cannes success.
Watch the ReActor in action here.
How did the “Tribeca ReActor” capture the spirit of the Tribeca Film Festival? — The Tribeca Film Festival has always been about about bringing New Yorkers together with great movies. We decided to do it, literally.
What was the driving inspiration for the creation of the “Tribeca ReActor”? — The festival has become a huge showcase for film technology, from VR and other immersive experiences to the hardware that goes into making content for the modern audience. So, we decided early on to go with a tech-heavy idea. The last thing we wanted to do was give one of the world’s best film institutions a 30-second film.
Can you explain a little bit about the design and technology behind the ReActor? — It all starts with the Intel RealSense (F200) camera which is actually the world’s first depth sensing camera. This allowed us to both analyze expressions and gestures and paint users out so we could drop them into movie scenes in real time. This along with voice recognition, allowed us to collect hundreds of data points for judging. We then had to write commands to connect all the pieces together and then of course added in sharing capabilities. We also made the decision to do all analysis and modifications remotely, so our team in Nova Scotia could push updates to the machine as it traveled the streets of New York.
What was the most rewarding part of this project? — Watching people use it. And watching the people…watching the people use it. The whole crowd had a blast with it. Especially when the Meg Ryan scene played out.
What was it like being recognized for a Silver Lion in Media after the hard work that went into the creation of the “Tribeca Reactor”? — It felt fantastic. We built this machine on an incredibly truncated timeline and on a very limited budget. And there’s no way it could have come together without a team working in complete partnership. This was the first Lion for many, so it was extra special.
What aspect of the “Tribeca ReActor” do you believe sparked the excitement New Yorkers felt when they encountered the machine? — Seeing themselves dropped into scene was definitely a huge hit. It’s one thing to act, it’s another thing to see your performance judged on screen in front of a crowd. We were hoping that people got a little taste of how hard it is to pull off a big scene.