MPC NY Breaks the Mold for The One Club and JWT with Fracture.io
This year, MPC Digital teamed up with The One Club via JWT New York to create Fracture.io, a stunning installation experience for The One Show’s lavish after party at NYC’s Bowery Hotel. Fracture.io allowed guests – a selection of the advertising and design industries’ biggest players – to literally enter the digital space, taking 3D scans of pose-striking partygoers to generate beautifully abstracted, full body 3D renderings.
Exercising their trademarked ingenuity, the team at MPC Digital aimed to create a real-time 3D scanning and visualization system using little more than off-the-shelf hardware, the Microsoft Kinect. The result was a refreshingly uncomplicated installation that functioned on clarity of artistic vision as much as technical wizardry, and which served as a testament to the creativity celebrated at the evening’s One Show awards ceremony.
Fracture.io took the form of a 12x16ft room (built with fabrication and AV partner SenovvA) with four Microsoft Kinects aimed at the center, where guests were invited to pose for the cameras. Using their OpenFrameworks application, MPC Digital was able to instantly capture full image and depth data. A custom modified version of PCL then stitched this data into a smooth mesh and calculated the normal – a scanning solution that allowed the team to dial exposure time up or down, more effectively balancing accuracy and speed.
Once the mesh was created, it could be used as the basis for generative 3D visualizations of guests’ forms. The mesh could then be imported into Unity, which wrapped the form in splines bearing custom 3D objects. All of this occurred near instantaneously, displayed on massive screens both within and outside of the booth. On these screens the camera panned over the guest’s form and surrounding environment, utilizing a custom dynamic rack focus system driven by the same sort of 3×3 matrix found in high-end autofocus cameras. The end result is an animated generative artwork of both striking precision and abstract beauty.
Animations and meshes were then exported and automatically assigned unique URLs on the Fracture.io website gallery, allowing guests to view and share their portraits.
Client: The One Club
Date: May 2013
Agency: JWT NY
Created by MPC Digital NY
Creative Director: David Estis
Technical Director: Adam Chapman
Executive Producer: Tim Dillon
Managing Director: Justin Lane
Development (Unity, OpenFrameworks): Aaron Meyers
Development (OpenFrameworks, Python, Network, Web Server): Jeff Crouse
Design: Will Adams, Colin Hess, Tim Regan
Modeling: Stu Schwartz, Colin Hess
AV and Fabrication Partner: SenovvA
Production Support: Claudia Guevara, Alliah Morad, Ariella Amrami, Lindsey Neyman
Editing: Adam Epstein
Camera: Sean Mattison, Reginald Emvula
About MPC Digital:
MPC Digital New York is focused on exploring emerging technologies to create experiences that reach beyond the broadcast screen into the physical world. From interactive installations and events to context aware apps and objects, we invent, design, and develop for agencies and brands. We collaborate closely with both our Design and CG departments to bring the stunning experiences that MPC is known for to the interactive space.
About The One Club:
The One Club, a nonprofit organization, exists to champion and promote excellence in advertising and design in all its forms. Founded in 1975, as part of its mission to promote high standards of creative excellence, The One Club produces the One Show, One Show Design, One Show Interactive and One Show Entertainment. The coveted One Show Gold Pencils are regarded as the zenith of achievement in the advertising world. Its OneScreen Short Film & Video Festival returned from a four-year hiatus in 2012.
In 1995, The One Club established an education department, dedicated to fostering the creative talents of advertising students nationwide. The department administers scholarships to outstanding students in advertising programs at a variety of schools across the country and produces an annual College Competition. As a part of this department, the award-winning One Club Diversity Program conducts workshops, portfolio reviews and outreach to multicultural students around the country.
Art & Copy, a documentary film produced by The One Club, won an Emmy Award after appearing on PBS’s Independent Lens.
You can follow The One Club online at http://www.oneclub.org, and on Facebook and Twitter.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit http://www.jwt.com and follow us @JWT_Worldwide.
SenovvA is a design and management group offering services to the entertainment, special event, architectural/construction and media services industries.
We focus on live production design & management, staging services, specialty media systems design and installation, media facility management, and specialty media content design and management.
Built on the vast experience, and personal relationships of the most experienced producers, technical directors, designers and technical specialists; SenovvA focuses on solution driven services throughout the world.