Award winning agency partners with telco Circles. Life for ‘Be The Main Character’ campaign
INVNT APAC, part of the global live brand storytelling agency® [INVNT GROUP], has created and launched Australia’s first ever 3D billboard, providing a groundbreaking insight into the way technology and data can evolve to help brands create deeper connections with consumers in a metaverse-inspired world.
INVNT APAC’s campaign for telco Circles.life, Be The Main Character, goes where human interaction and technology hasn’t gone before in Australia – turning a static 2D billboard into a 3D virtual stage.
INVNT APAC Executive Creative Director, Adam Harriden, who led the Australian-first project, said INVNT APAC wanted to create an experience that showed Australia’s leading tech and gaming influencers a new future self that essentially allowed them to be the main character within their lives.
“In a world that’s getting harder every day to be an individual and standout, the influencer of the future inspired us. While influencers are in real life today, our team sat back and thought about how are they going to influence in the future, and how will technology and data evolve their role, particularly in the metaverse.
Located on top of the Emporium shopping centre in Melbourne city, the Circles.Life 3D billboard features some of Australia’s leading influencers in the tech and gaming category, including gamer Joel Bergs, maximalist design duo Josh and Matt, and AJ Clementine who is best known for sharing her journey as a transgender woman on social media.
While one team worked on full performance capture of hands, body and face, another team utilised iPhone technology to carry the performance, putting the influencer’s face onto an avatar composed inside the virtual billboard.
INVNT APAC brought Australia’s finest digital and design minds together to create this never-before-seen project. A dedicated team of digital designers, motion capture specialists, cinema 4D and Unreal Engine experts, plus animation, and avatar and motion/CGI specialists, worked 24/7 to achieve Australia’s first 3D billboard for Circles.Life. The media buying team, Mediahub and OOH Media, exemplified unwavering commitment and were able to constantly adapt to new requirements of 3D Content throughout the project.
“This 3D Billboard coming to life truly demonstrates the tangible versatility and cutting-edge creativity we can achieve in the metaverse. This really is the tip of the iceberg in terms of what we can achieve and INVNT is proud to be a pioneer in this space, pushing current boundaries and always assuming the impossible is possible,” concludes Adam.
