Intel X The Royal Shakespeare Company X The Imaginarium: The Tempest|短视频|广告营销案例【ADGuider广告指南】

英特尔 X 皇家莎士比亚公司 X 想象力: 暴风雨

案例简介：执行英特尔帮助在皇家莎士比亚公司的舞台上制作了一个数字阿凡达。花了三年多的时间才把这项技术带到舞台上，使《阿凡达》能够表演莎士比亚的《爱丽儿》，这是一个像精神一样的角色，根据他的情感来塑造和改变。英特尔部署的技术雄心勃勃 -- 真正的世界第一。现场动作捕捉和面部表情投影从未在剧院实现过。来自运动捕捉服和装备的实时数据被映射到一个复杂的数字化身。在整个表演中，阿凡达被变形并转化为许多不同的角色，然后在舞台上通过 27 个不同的投影仪投影。这种实时投影需要巨大的处理能力，如果没有英特尔技术，这是不可能的。英特尔为此项目定制了一个处理堆栈。结果是一个梦幻般的世界，在观众的眼前不断变化。活动描述英特尔和皇家莎士比亚公司在世界上最大的戏剧舞台 -- 皇家莎士比亚公司的舞台上合作，展示技术如何在表演艺术中推动创造力的界限。概要英特尔技术生活在我们每天使用的许多家庭用品中 -- 我们的电脑、手机、电器等。但英特尔的产品本身并没有直接卖给公众。因此，可以理解的是，许多千禧一代不知道英特尔对他们的生活有多大的影响。正因为如此，英特尔作为一家令人兴奋、创新和相关的公司，没有获得应有的荣誉。为了改变这种看法，我们开始了为期三年的旅程，与皇家莎士比亚公司合作。我们一起用创造力和技术来重新想象莎士比亚的杰作《暴风雨》。一路上，我们做了不可能的事情 -- 让数字化身能够在现场观众面前实时生活和呼吸。夜以继日，莎士比亚的想象力前所未有地栩栩如生。英特尔记录了有史以来技术最先进的现场剧院表演背后的故事，并与世界分享。结果埃文河畔斯特拉特福皇家莎士比亚剧院《暴风雨》最初的九周演出非常成功，将于 2017年6月开始搬到伦敦的巴比肯剧院。演出的放映在英国、澳大利亚和美国的电影院现场直播。英特尔和皇家莎士比亚公司为这个项目部署的实时运动捕捉和投影技术在未来的项目中具有巨大的潜力。相关性这个项目是一个活生生的例子，展示了 “与品牌一致、突破性的想法、革命性的技术和前瞻性的思维方法，这些方法植根于寻找品牌问题的解决方案。 “英特尔是故事的一部分，因为它属于故事。没有英特尔，莎士比亚的愿景永远不会以如此令人惊叹的技术方式出现。品牌是真正一致的。结果是世界第一，这是莎士比亚逝世 400 周年纪念日的一个突破性想法。皇家莎士比亚公司和英特尔的整合是一个前瞻性的解决方案，向世界展示了英特尔为惊人的体验提供动力。

英特尔 X 皇家莎士比亚公司 X 想象力: 暴风雨

案例简介：Execution Intel helped create a digital avatar live on stage at The Royal Shakespeare Company. It took over three years to bring the technology to the stage, enabling the avatar to perform Shakespeare’s Ariel, a spirit-like character who shapes and shifts depending on his emotions. The technology Intel deployed was incredibly ambitious—a true world first. Live motion capture and projection of facial expression has never before been achieved in the theatre. Real-time data from a motion capture suit and rig were mapped to a complex digital avatar. That avatar was morphed and transformed into many different characters throughout the performance and then projected through 27 different projectors on stage. This live projection required immense amounts of processing power, which would not have been possible without Intel technology. Intel custom-built a processing stack for this project. The result was a dream-like world that was constantly transforming in front of the audience’s very eyes. CampaignDescription Intel and The Royal Shakespeare Company collaborated on the world’s biggest theatre stage—The Royal Shakespeare Company’s—to demonstrate how technology can push the boundaries of creativity in the performance arts. Synopsis Intel technology lives inside many household items we use on a daily basis—our computers, phones, appliances, etc.—yet Intel’s products themselves aren’t sold directly to the general public. And so it’s understandable that many millennials don’t know how much Intel powers their lives. Because of this, Intel doesn’t receive the credit it deserves as an exciting, innovative, and relevant company.To change this perception, we set out on a three-year journey, partnering with The Royal Shakespeare Company. Together, we used creativity and technology to reimagine Shakespeare’s masterpiece The Tempest. Along the way, we did the impossible—giving a digital avatar the power to live and breathe, in real time, in front of a live audience. Night after night, Shakespeare’s imagination was brought to life like never before. Intel documented the story behind the most technically advanced live theatre performance ever attempted and shared it with the world. Outcome The initial nine-week run of The Tempest at The Royal Shakespeare Theatre in Stratford-Upon-Avon was so successful that it will move to London’s Barbican Theatre starting in June 2017. Screenings of the performance were broadcast live in cinemas across the UK, Australia, and the US. The real-time motion capture and projection technology that Intel and The Royal Shakespeare Company deployed for this project have huge potential to be built upon and iterated in future projects. Relevancy This project is a living and breathing example of “brand-aligned, breakthrough ideas, revolutionary technology, and forward-thinking methods that are rooted in finding solutions to brand problems.” Intel is a part of the story because it belongs in the story. Without Intel, Shakespeare’s vision would never have come to life in such a technologically stunning way. The brands are truly aligned. The outcome is a world first, a breakthrough idea on the 400th anniversary of Shakespeare’s death. And the integration of The Royal Shakespeare Company and Intel is a forward-thinking solution demonstrates to the world that Intel powers amazing experiences.