Who: Google with Mr Porter x Kingsman: The Secret Service film
What: An immersive pod experience
Where: VUE Cinemas, Westfield London
When: 24th January – 6 February 2015
Tech: Green-screen, bullet time camera rig, compositing
INITION was approached by Google and online retailer Mr Porter to help promote the new Mr Porter x Kingsman Collection, a line of menswear adapted directly from the looks worn in the new film Kingsman: The Secret Service.
Using a custom-built green screen and a bullet time camera rig we shot 16 simultaneous images of a model striking a thematic pose, whilst dressed head-to-toe in clothing from the new Mr Porter x Kingsman Collection.
These images were then composited together onto background scenes that we recreated to match three key locations from the film. When guests enter the pod and align themselves with the appropriate markers, the same bullet rig will capture their image, creating the illusion of their presence within the film, head-to-toe in the stylish collaborative range. The footage is converted into an animated .gif that guests can share on social media or save via email.
The experience was a success and saw hundreds of cinemagoers step into the pod to Become a Kingsman. Click here to see the final gifs from participants.
Discussing the project, INITION Producer Ainsley Henn stated, “This ground-breaking project played up to many of our strengths, using technologies we’re well acquainted with such as green screen and bullet rig photography and CGI production. It is the unprecedented synergistic approach that has produced this innovative experience as we’ve not seen these technologies combined into one experience before. The result is truly incredible, allowing consumers to step into a 3D scene from the film, to have their clothing transformed and seconds later to receive an animated .gif for sharing on social media.”
Technical Director and Co-Founder of INITION, Stuart Cupit adds, “INITION’s 3D pod technology enables people to take away a shareable three dimensional scene from the movie with themselves in the starring role, wearing some key pieces from the new Mr Porter x Kingsman collection. This is the first time we have seen bullet time rigs combined with real time foreground and background compositing to produce a truly memorable experience.”
Watch our breakdown of the pub fight scene to see how we created the experience: