Jack Daniel’s Unveils Facial Capture Technology on the Side of a Truck for LA Pride

Tech incorporates visitors' faces into a visualization celebrating LGBTQ diversity

The truck allows festival-goers' faces to be projected back at them. Jack Daniels

Jack Daniel’s is celebrating Pride Month with a colorful art installation called #FlavorsOfPride—a projection-mapping “showtruck,” which it unveiled at the LA Pride festival. The projection truck, a collaboration with IW Group, features a three-minute video celebrating diversity within the LGBTQ community, and uses facial capture technology to incorporate festival-goers’ faces into the visual installation. Viewers’ faces are projected onto the truck.

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@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.