{"id":5607,"date":"2010-10-15T18:07:26","date_gmt":"2010-10-15T17:07:26","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=5607"},"modified":"2014-05-23T20:38:35","modified_gmt":"2014-05-23T19:38:35","slug":"virtual-boss","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=5607","title":{"rendered":"Holographic Happy Birthday"},"content":{"rendered":"

Square Zero\u00a0created an ambitious series of live holograms earlier this week to form\u00a0the centrepiece of\u00a0Randstad Holding\u2019s 50th\u00a0anniversary celebrations. The company, the world\u2019s second largest recruitment organisation, hosted a series of parties in 26 cities across 19 countries celebrating a half century since its inception in 1960 and marking one of the largest holographic productions ever created.<\/p>\n

\"\"<\/a>

The hologram of Randstad CEO Ben Noteboom introducing the presentation<\/p><\/div>\n

\n

Using its live hologram expertise, Square Zero was able to re-create Randstad CEO Ben Noteboom in 26 unique scenarios, one for each city, in which he addressed the company\u2019s employees both by location and in their local language.<\/p>\n

Square Zero used cutting edge technology and\u00a0Musion Systems\u00a0projection to create the holograms and 3D animated content in a presentation that Vicky Godfrey, Director and Partner, Square Zero, described as one of the studio\u2019s most ambitious projects to date. \u201cEach hologram has been individually tailored to a different time zone and location through unique sequencing and a variety of takes, making each a genuinely distinctive experience,\u201d she said. \u201cIt is projects like this that have allowed Square Zero to establish a reputation as a top producer of holographic content and one of the most innovative production companies around.\u201d<\/p>\n

Square Zero specialises in 3D production, live holograms, live action and animation music promos and virtual reality technology. Earlier this year, the company won a Gold IVCA Award, in the External Interactive Media category, for their groundbreaking 360 degree Virtual Reality Experience and interactive viral campaign for the launch of the new Vauxhall Astra. Other credits include the highly acclaimed \u2018Nothing is Impossible\u2019 hologram for the 20th\u00a0Saatchi & Saatchi New Directors\u2019 Showcase at Cannes Lions 2010 and 3D stereoscopic content for Burberry\u2019s 2009 London Fashion Week show.\"\"<\/a><\/p>\n

Challenging design<\/p>\n

The project\u2019s director was Najma Bhatti, an award-winning director at SquareZero whose previous projects at the company include\u00a0the acclaimed\u00a0\u2019Nothing is Impossible\u2019 hologram.<\/p>\n

Bhatti said the first challenge the team encountered was at the design stage.\u00a0\u201dThe content would be going out on different size platforms\u00a0depending on the venues,\u201d she said. \u00a0\u201dThe design had to be created in a way that, in the main venues that had bigger setups, the space would be used to maximum effect. And in the smaller venues, it was important to retain\u00a0the same sense of\u00a0celebration while keeping the content quite contained.\u201d<\/p>\n

\"\"<\/a>

Square Zero also created a DJ hologram for the birthday events<\/p><\/div>\n

Sense of timing<\/p>\n

Each piece had to have a bespoke introduction to directly welcome the\u00a0audience to the party in\u00a0their location. The CEO had to be filmed welcoming the audience in each of the 26 venues. \u201cUnfortunately, due to busy schedules, the\u00a0CEO was only available for a one day shoot very late into the project,\u201d said Bhatti.\u00a0 \u201cThis meant that most of the animation had to be set up and ready at that stage, with just gaps left, in which to drop in the CEO footage.\u201d<\/p>\n

Another complication was that the CEO spoke in four different languages within the 26 versions. \u201cNaturally the timings of the animations changed from version to version,\u201d explained Bhatti. \u201cIn addition, the piece was also subtitled in nine different languages.\u201d<\/p>\n

\u201cWe made a decision quite early on that the way to go would be to create quite simple but beautifully\u00a0finished animations which could easily be taken out of versions if shortening was required, and looped if necessary to extend out the times.\u201d<\/p>\n

\"\"<\/a><\/p>\n

\u201cThe pure logistics of the project and keeping track of it all was quite a job in itself,\u201d Bhatti explained. \u201cAnd of course dealing with so much HD footage at once was not a quick process. Four of the main venues had bigger foil setups and used double projectors – so for these two HD images had to be rendered out to sit together perfectly.\u201d<\/p>\n

\u201cThe whole process was mapped out and carried out like a mini military operation, with checklists of sizes,\u00a0languages and diagrams\u00a0for each setup,\u201d Bhatti continued. \u201cEven the rollouts of the file deliveries and the order were carefully constructed exercises without which the project wouldn\u2019t have worked. The different locations also had different\u00a0playout systems so required the files in particular ways.\u201d<\/p>\n

\u201cWhile we are used to working to a high level of detail, tight deadlines and on quite demanding jobs, this was quite unprecedented in terms of the scale and levels of complexity that were involved. The result was a hugely successful global party and very happy clients.\u201d<\/p>\n

See more by Square Zero on Fired By Design<\/a><\/p>\n

Visit Square Zero<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Using its live hologram expertise, Square Zero was able to re-create Randstad CEO Ben Noteboom in 26 unique scenarios, one for each city, in which he addressed the company\u2019s employees both by location and in their local language.<\/p>\n","protected":false},"author":129,"featured_media":5612,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2858,134],"tags":[1163,1158,1159,247,1162,1156,871,1161,1160,1157],"class_list":["post-5607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interactive-web-experiential-and-augmented-reality-projects","category-live-performance-motion-graphics-and-vfx","tag-animated-content","tag-cannes-lions","tag-cutting-edge-technology","tag-hologram","tag-innovative-production","tag-london-fashion-week","tag-musion","tag-square-zero","tag-virtual-reality-experience","tag-virtual-reality-technology"],"yoast_head":"\nHolographic Happy Birthday - 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