David&Goliath wanted to do something a little different to promote the California Lottery’s California Black Exclusive Scratchers tickets as part of their “Luck Will Find You” campaign. So the El Segundo, CA-based agency teamed up with production company V Squared Labs to create the “first-ever real-time, augmented reality experience.”
Utilizing “a mix of live TV production and augmented reality,” David&Goliath and V Squared Labs brought Lady Luck to life on a massive LED screen at L.A. live on February 9th. Select bystanders were given the opportunity to dance and interact with Lady Luck in real time. Pulling off the augmented reality experience was made more difficult by having “set times to go live and nail the performance before the next advertisement went on,” combining some of the more difficult aspects of live television with those associated with creating a believable experience out of augmented reality technology. After each performance, the scene was reset and the crew went through the whole process all over again. It’s exhausting just thinking about it. In order to account for any mishaps, and to make the experience as seamless as possible, V Squared Labs “created a custom software platform to react to real-time interactions,” including any possible mishaps.
“It was all about creating a fun, engaging, interactive piece of entertainment,” says David Angelo, founder/CCO of David&Goliath, and it seems the agency was willing to pull out all the stops to make it happen. Check out the video above to see how the whole thing came together, and stick around for credits after the jump. Credits:
DAVID&GOLIATH:
Founder, Chief Creative Officer: David Angelo
Executive Creative Director, Managing Partner: Colin Jeffery
Creative Director/Art Director: Eron Broughton
Art Director: Shaun Wright
Copywriter: Peter Hughes
Strategic Planning Director: Kristen Knape
Junior Account Planner: Jessica Watts
Managing Director of Broadcast Production: Carol Lombard
Executive Producer: Christopher Coleman
Director of Client Services, Managing Partner: Brian Dunbar
Account Director: Stacia Parseghian
Management Supervisor: Janet Wang
Account Executive: Lindsay Brown
Assistant Account Executive: Brea Talsness
PRODUCTION:
Production Company: V SQUARED LABS
Creative Director: Vello Virkhaus
Producer: Chris Kraft
Production Manager: Andi Perez
Director of Photography: Troy Smith
Lead VFX Programmer: Keith Lostracco
VFX Programmer: Max Chang
VFX Programmer: Evan Pierre
VFX Programmer: Peter Sistrom
Animator: John Federico
Stage Manager: Zora Wolter
Prop Master: Arturo Perez
VSL Intern: Marisa Perkins
Additional Camera: Chris Kimbal
BEHIND-THE-SCENES CREW:
Director/Editor: Callum Hanlon
Camera: Peter Herron
Camera: Kristen Van Genderen
Camera: Thomas Price
Camera: Steve Ohl
DIT: John Leeson
PA: Ben Olson