Step in front of a video wall and control magic as though you were a sorcerer. Experience the world through the eyes of the lead character in Disney's major motion picture "The Sorcerer's Apprentice." Cast spells and vanquish enemies through natural gestures captured by 3D cameras. Let an immersive advertising installation transport you from the streets of Hollywood to a world of action and adventure. You can do all this without having to purchase Microsoft's new Kinect gaming system.
Though it's impossible not to draw similarities between the technology featured in Inwindow Outdoor's interactive "Sorcerer's Apprentice" DOOH billboards and the 3D gesture recognition of Kinect, Inwindow created the game exclusively for the campaign. In collaboration with technology partner Softkinetic, Inwindow developed "Sorcerer's Challenge" to, for the first time, give pedestrians the same powers as the lead character of a Disney Summer blockbuster.
As opposed to Kinect, Softkinetic's technology doesn't require a game console to work. It recognizes users' gestures with little more than a single 3D depth-sensing camera. It appears that Softkinetic and Microsoft may be headed for a collision course, evidenced by the fact that "Sorcerer's Challenge" was created by Softkinetic's game division, which is headed by the former executive producer of Kinect, Mike Nichols.
"[Kinect] for us is a catalyst," says Softkinetic's chief executive Michel Tombroff. "What that means is that anybody else out there who wants to bring gesture control to their systems has to come to us."
Inwindow should be very proud of this campaign. With sites across Los Angeles and New York City, the effort will definitely attract a large number of users. Tying the execution back to social media, giving gamers the opportunity to post scores and photos to their Facebook pages, is a great way to extend the campaign's reach. It gives the installation the opportunity to go viral via crowdsourced photos and videos.
“This is probably the most amazing display we have ever created as we continue to push the boundaries of technological innovation to engage the pedestrian on the street in a highly memorable and meaningful way,” said Jeff Cohen, managing partner of Inwindow Outdoor. “Our campaigns have produced tremendous results for advertisers across a range of industries, but we’ve had so much success creating campaigns for the entertainment industry that we are quickly becoming the go-to source for Hollywood Studios looking to promote new features or DVD releases in a unique way. And we can now count Sorcerer’s Apprentice among some of the best campaigns we’ve created, along with Avatar and Coraline.”