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
Headshot of Alissa Fleck

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.

Projection mapping technology takes ordinary objects and transforms them into visual experiences, according to a statement from the company. The Jack Daniel’s showtruck is an updated version of a technique that “dates back to the late 1990s, where it was referred to as video mapping, spatial augmented reality or shader lamps.”

The billboard truck contains two polygonal, 3D-printed mannequins and three whiskey barrels as a backdrop for the projection. The whimsical visualization is accompanied by a soundtrack starring LGBTQ singer and actress Mikalah Gordon, who rose to fame as a contestant on American Idol.

“Celebrating individualism and living life on your own terms are hallmarks of the Jack Daniel’s legacy,” said Fabricia da Silva, multicultural field marketing manager, Jack Daniel’s. “We wanted to create something out of the ordinary that demonstrated our commitment to the LGBTQ community and were inspired by the incredible diversity represented in the LGBTQ experience, which is colorfully showcased through our #flavorsofpride project.”

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