AV Concepts Captivates Nike Audience with Holographic Illusion
AV Concepts, a holographic and immersive technology provider, partnered with Jordan Brand, a division of NIKE, Inc. to power the Aug. 3 launch of the Jordan Super.Fly 2 sneakers at the Santa Monica Place Central Courtyard.
The shoe was unveiled to thousands of fans as an 8-by-12-foot holographic illusion while spokesperson and professional basketball player Blake Griffin discussed the footwear’s design, inspired by his high-flying style.
AV Concepts also was the company behind brining rapper Tupac Shakur back to life on the Coachella music festival stage. It was an illusion that had the media and Internet buzzing for weeks.
Daniel Roth, creative account manager at AV Concepts, said that Nike was looking to set their shoe launch apart from others. They wanted a high-tech promotion for their high tech shoe.
The giant holographic shoe allowed the brand to display and deconstruct its Flight Plate technology to fans. The type of technology the consumer cannot see just by looking at the shoe.
“We’re so pleased at how these visual effects helped relay what’s new and unique about the product in such a powerful way,” said Jeron Smith, marketing manager for Jordan Brand West.
He added, “It was incredible, the moment the holographic shoe exploded onto the stage, nearly everyone in the audience pulled out their camera phones.”
Roth agrees that there is a wow factor when using holographic illusions, but that there is also ROI associated with it.
“It continues the conversation. It spurs a word of mouth and that increases knowledge retention because they are describing it over and over to friends and co-workers,” Roth said.
The launch event took place outside, but the holographic illusion did not occur until the evening portion of the event. “Controlling ambient light is very important. We created a special blackout curtain to block the ambient light,” Roth said. “We worked with the mall and Jordan brand to make the event as dark as possible.”
If you are thinking about using this type of technology at your next event, Roth outlined several things to consider. “Outside events during the day are no good. Then there are other environmental factors to consider,” he said. “The weather that time of year, wind conditions, which direction is the stage facing, load in times, stage space and rigging ability.”
Roth encourages you to plan early, because it will affect the staging and event design. “We want to be as involved as possible. We’ve built content for dozens of holograms, know what works and what doesn’t,” he added.
If you are looking to surprise your audience, or looking for another way to display your information with a 3D feel, a holographic illusion is something to consider.
If done right, it will certainly be something your audience will share via social media during the event and then keep the buzz going after sharing the experience with their friends and colleagues.
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.