Selected by iconic American auto brand Cadillac to participate in a revolutionary new marketing campaign which brought together the best of 2 creative concepts – 3d street painting and Augmented Reality – my team of top notch artists and I traveled to 4 major US markets to deliver an unparalleled first in major brand innovative street advertising.
My commission involved designing and creating 4 unique 3D street painting murals in Miami, New York, San Francisco and Chicago, with the objective of referencing the existing Cadillac ‘ATS vs. the World’ campaign through a ground-breaking artistic 3D experience, the ATS 3D Experience! Right on Cadillac for using street art to get the word out. I knew this would be a good time and this campaign did not disappoint!
Each 3D installation was unique, with a different global city dedicated to each US market. Cadillac had tested the new ATS at for extreme locations around the world – Monaco’s Grand Prix circuit, China’s Guoliang Tunnel, Morocco’s wicked Atlas Mountains and Patagonia’ s wind swept terrain, each focused on a distinct handling aspect of the ATS.
My job was to bring the characteristics of each location to life through a live 3d street painting which incorporated multiple surfaces, utilizing both a ground and wall plane. Once that was established by my team, the icing on the cake transformed the static streetpainting into an animated terrain with the addition of the ATS, through an easily accessible Augmented Reality application, shown navigating through each image in a distinct and unique manner.
The AR app works like this: 1. You download the free ATS 3D app for your mobile device 2. Aim you phone, tablet or computer at the image of the art 3. the app registers the image 4. the ATS magically appears and drives throughout the painting. The really cool thing about this app was that you could view the car in 3D from just about any angle on the art, so long as the initial registration was successful. We had fun playing with the free promotional cards the street team were handing out – point your device at the card and instantly the ATS appears, in the palm of your hand. A really great take-away for visitors to share at home.
Check out my Flickr Photostream to see all the detail that went into the paintings to create a more realistic art backdrop for the AR vehicle as quality and authenticity were essential.
As a result, the ATS could be seen racing around the Monaco GP circuit, navigating the precipices of the Guoliang Tunnel, deftly snaking it’s way through Morocco’s endless S’s and aerodynamically cutting through the wild terrain of Patagonia – all visible on your ipad, iphone, laptop or even desktop computer. Highly sophisticated, pure genius and really cool!
Big shout out to everyone involved but especially my awesome Team 3 Freakin’ D / 4 city crews: Jon, Jeanie, Michael, Christa, Sharyn, Rod, Julio, Melody, Cyndi, with guest appearance by Jane Durand!
Thanks to Ari, Christy, Ciro, Matt and team for production support, cardboard; Nick and Marty for guidance, confidence & patience; Josh, Mat and Dana for AR support; and Joey, Robert, Yan and crew for our close-ups and deleting all the bleeps we couldn’t keep contained!
Check the links:
For a complete gallery of photos from the ATS 3D Experience, please visit my Flickr Photostream: http://www.flickr.com/photos/tlsart/sets/72157632027673128/