IMMERSIVE EXPERIENCE D E T A I L S
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A L F A
R O M E O
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S W O O N
N E W
Y O R K
IMMERSIVE EXPERIENCE D E T A I L S
x
A L F A
R O M E O
x
S W O O N
N E W
Y O R K
INTRODUCTION We want to create a memorable, shareable, immersive experience for Details’ Leading Man event. We plan to find an innovative and compelling way to feature an Alfa Romeo car in the event space, while also creating new film content with Details’ leading man.
DRIVE A LEADING MAN IMMERSIVE ACTION FILM AUGMENTED REALITY DRIVE-IN
DRIVE A LEADING MAN
We want to give guests a chance to cruise around in an Alfa Romeo with a Details Leading Man by creating a short, uniquely immersive 360 degree film. Guests sit in the driver’s seat of the Alfa Romeo. When they put on a Samsung VR headset, they are still within the car, but the car is in a totally different place, in the world of the film. The door opens and Details’ leading man steps in. “So you’re my driver?”
USER EXPERIENCE Guests sit in the driver’s seat and view a short 360 degree film on a Samsung Virtual Reality headset. The headset responds to head motion, allowing the viewer to look around. Guests would feel like they are actually tagging along on a candid, intimate ride with a Details Leading Man. Look ahead, and see the road through the front window. Look to the right, and see our Leading Man sitting by your side. Reference: Mountain Dew VR Experience in Brooklyn By pairing the headset with headphones, the viewer would be totally immersed aurally and visually. They see the scenery fly by and the Leading Man next to them, and they hear him when he speaks over the hum of the engine.
We would develop and produce a short, one-take scene shot entirely within the Alfa Romeo with a 360 degree camera. To shoot the film, we would create a 360 degree camera rig and place it in the driver’s seat to capture the entire scene from the perspective of a driver. Roll camera, and the Leading Man would get in, do the scene, and exit. To take advantage of the improv chops of our talent, we would do a few takes off script and let the scene develop organically in multiple versions. In this way, guests would see a slightly different version each time at the Details event. The film would be viewed on a Samsung Virtual Reality headset, which uses rotational tracking to allow the viewer to “look around” the 360 degree film and create a sense of total immersion. Per availability, we could shoot 3 different versions with 3 leading men. Guests either see a random version or could choose who they ride with on an iPad near the car. Multiple versions would give the experience replayability and encourage discussion.
[A] In a light, comedic version, guests cruise through Manhattan traffic with a Leading Man on the way to the Details Event. Dialogue would be casual, improvised banter that engages the viewer. “You’re looking quite put together. Did I miss the dress code?” “Don’t worry about being seen with me, the windows are tinted.”
[B] Alternatively, we could create a faster-paced chase scene to feature our Leading Man’s acting chops. Tight turns and snappy dialogue would make it feel like we are part of an important mission, even if it is just to pick up our dry cleaning before the laundromat closes.
[C] Or, we could drop viewers right into a steamy romantic getaway. Who hasn’t wanted to be part of an iconic scene? Cinematic lighting on a beautiful overlook would have viewers melting in their seat as our Leading man looks them directly in the eye and delivers sultry lines.
IMMERSIVE ACTION FILM
With Augmented Reality, stories on the screen can jump out into our world and interact with us. We want to create an action adventure film that engages viewers with 3D augmented reality graphics to support the story.
USER EXPERIENCE Guests sit in the Alfa Romeo and put on augmented reality glasses. A film starring this year’s Leading Man appears in the windshield. It’s an action sequence; he needs a ride to the event! The film jumps into the car with 3D graphics displaying instructions: Put the car in drive! Hit the gas! Between screenings of the film, a subtler “holding pattern” film plays, using B-roll and scenic shots from the Leading Man scene and the cinema archives. The centerpiece of the production would be a short film featuring this year’s Leading Man. To connect the film to the viewer in the Alfa Romeo with augmented reality, we would work with an AR developer to design elements to display in sync with the film on the ODG glasses.
Reference: Mini Augmented Vision
DRIVE IN
We want to use cutting-edge augmented reality technology to bring guests to the most immersive drive-in theater ever. Pairs of guests sit in the Alfa Romeo and put on augmented reality glasses. Through the windows, iconic cinema scenes appear. Guests see historic leading men from throughout the decades, as well as a new cinematic scene featuring this year’s Leading Man. If viewers want to cut to a new scene, they just turn the wheel.
USER EXPERIENCE Guests would sit in the Alfa Romeo two at a time. When they put on the AR Glasses, everything appears normal. But suddenly, through the front window, a film starring this year’s Leading Man appears, as if on a drive in theater screen. Films appear in the side windows, rear window, until they are surrounded by a montage of scenes featuring iconic leading men. Reference: Minecraft with HoloLens The glasses would create the illusion that the films are playing in 3-dimensional space, so viewers could shift to get a better view of the action, lean closer for a new angle, and look back and forth between the scenes playing in different windows.
Working with developers, we would write a program allowing the ODG Augmented Reality Glasses to recognize the shape of the Alfa Romeo windows. When viewers look through the windows while wearing the glasses, it replaces the windows with custom film content we create. The films would be positioned 3-dimensionally in space to give the viewer the feeling that they are looking through the windows at the film. We would kick off the experience with a brand new dramatic scene featuring this year’s Leading Man, shot especially for the Details event.
In collaboration with Kodak, we would curate additional scenes featuring historic leading men from the Kodak archives to appear behind the windows. Each window could display historic leading men from different decades. If desired, we could create a small sensor behind the steering wheel. When the wheel is turned, all scenes instantly cut to the next scene, adding a level of interactivity with the car and giving the viewer true control.
FINAL THOUGHTS Swoon New York is a company that thrives on creativity, collaboration, and beauty. We could not have been happier developing these ideas for your annual event. We are thrilled to work with you and create a installation that can attract and entertain your attendees. We want this to become more than a project. By bringing our knowledge of interactivity and the sheer marvel we find in every video we produce, we believe that we can make this event something spectacular. Ram贸n J. Go帽i E x e c u t i v e C r e a t i v e D i r e c t o r, S w o o n N e w Yo r k