Shell Envisioning a Lower-Carbon Future
Project won the Shell Global 2019 Brand Excellence Award for "Best Use of Channel"
Project won the Shell Global 2019 Brand Excellence Award for "Best Use of Channel"
We strategically placed two wide screens - one in Huston airport, one in Empire Stores, Dumbo, NYC - and physically embedded them within the surroundings architecture.
A hidden camera placed behind each screen captured and visualized a live feed of the given view, creating the illusion of a digital window.
Site specific 3D visuals, such as future roads, vehicles and buildings, overlaid onto the screen, organically merging with the scene underneath to generate a futuristic portrait of our urban landscape.
Additionally, we used computer vision tracking, and real-time data to detect the movement of current cars, planes and ships, generating a dynamic and ever-changing narrative experience.
In the real world, we fabricated a series of ‘magic’ windows, artfully camouflaged into sites in Brooklyn and Houston with high pedestrian traffic. On first glance, these screens looked like windows, relaying a live view of the world beyond.
But when triggered, the screens mapped a vision of the future into that view. Using image-recognition and real-time data, the system identified real vehicles passing by — trucks, planes and ships — then superimposed digital images and information about tomorrow’s zero-carbon alternatives.
CREDITS:
Creative Direction.............Erika Tarte
Tech Direction...................Chris Miles
Art Direction......................Sofia Aronov
Account Management......Danielle Martin
Production.........................Tyler Pridgen
3D Generalist......................Allan Tagino
Creative Tech....................Gene Han
Client .................Shell
Agency................Fake Love
Partner................T-Brand
