Cannes Lions

Perfume at SXSW

DENTSU, Tokyo / UNIVERSAL MUSIC / 2016

Film
Supporting Images
Demo Film

Overview

Entries

Credits

Overview

Description

Creating an experience unlike that of attending the live performance in person involved the use of cutting-edge AR and video composite technology. The live broadcast images were something completely new, traveling seamlessly between real and virtual worlds.

Execution

The entire venue was scanned and a 3D model of a live venue was created. Perfume’s dancing was also filmed in 3D. An identical live performance was built in the virtual space. Motion capture cameras were installed throughout the venue. Markers were attached to multiple cameras set up for filming to obtain their positions and angles. Based on this data, seamless, real-time morphing with multiple cameras was achieved. Broadcast camera viewing angles were captured from instant to instant, and virtual cameras installed with the same angles in the virtual space, replicating the composition identically in real time. Flawless dance routines by Perfume made it possible to transition seamlessly from the real to the virtual, all in real time.

Outcome

Many people around the world saw the broadcast of this performance. The number of views for the archived version also grew significantly during the one month it was made available. It was covered by Wired, the Huffington Post and many other media outlets, and garnered many comments on social media as well. Perfume came in third on Twitter among the artists most mentioned during SXSW.

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