ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2021 ADC Awards - Experiential Design

Agency Aggressive / Ridgewood

Client Amazon Prime

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Category

Innovation

Annual ID

ADC_EXP21_022M

About the Work

Amazon approached us the height of the pandemic to design the set and show package for their “Prime Rewind: Inside The Boys” companion talk show tv-series, we created an immersive virtual CG set for host and remote guests. This enabled us to shoot under the tightest COVID restrictions and unified the look of the project, with authentic design and branding elements from their hit show “The Boys”. Displayed on 4k LED panels, our CG-environment tracked our camera's position allowing it to move freely, while the backdrop distorted and changed perspectives correctly relative to the lens. Augmented Reality content was then added in live on top of the footage to increase integration. This technique allowed our host, Aisha Tyler, to be solo on stage - safely distanced - while naturally engaged and interacting with guests in a, real-time environment for each of the 9 x 30-minute episodes. Our virtual set enabled custom depth-of-field and dynamic lighting effects driven by the LED tiles, real-time video guest appearances streamed in live from around the globe, as well as a slew of in-show animations and easter eggs that we were able to trigger on cue. With all the visuals executed in Notch and being rendered in real time, last minute adjustments to art direction, virtual "propping and set dressing", and lighting, could be done smoothly on the day. This realtime, LED-based execution allowed us to reduce the number of lighting and art-department crew needed on-set to below 10, and deliver the final results in-camera. Blending real-time CG environments and camera tracking technology with smart visual design, we crafted a novel live execution that not only pushed the boundaries of the medium and elevated the concept of the entire season, but managed to do it under the tightest restrictions at the height of the pandemic.

2021 Awards

Total Points: 3

Merit Honor

Credits

Design Firm

Aggressive / Ridgewood

AR / Technical Director

Brandon Epperson

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