Case Study
Avatar - Digital Campaign
Client
Twentieth Century Fox is one of six major film studios in Hollywood, producing popular film franchises such as Avatar, The Simpsons, Star Wars, Ice Age, and Alien.
Challenge
Following the great success of the theatrical release of James Cameron's Avatar, the Home Entertainment division faced the challenge to create a highly interactive digital campaign that paralleled the ingenuity and magic of Avatar.
Solution
Oskoui+Oskoui, Inc. developed several innovative interactive web applications for the release of the DVD/Blu-ray.
AVATAR - Pandorama
This award-winning interactive feature allowed users to immerse themselves in Pandora and interact with its wonder and mystery via webcam without the use of any markers or download of special software or plug-ins.
It is recognized as a technically remarkable achievement by the industry. Until today, Pandorama's accuracy in Flash pixel manipulation inside a standard web browser environment has not been replicated.
With the use of custom-designed algorithms, the user's background is detected and dropped in real-time. The background is then replaced with spectacular landscapes from scenes of the movie. Users can then interact with elements found on the planet such as wood sprites, fan lizards, and Heliocoradian Plants.
In one of the most beautiful scenes of the film, Neytiri witnesses the seeds of Eywa landing on Jake, showing that he is a chosen one. With AVATAR Pandorama users can interact with these seeds themselves. The developed technologies allow users to interact with them via motion control and gesture recognition. Users navigate from one scene to another via motion detection. Other scenes from the movie are included such as Pandora's magical bioluminescence scenes which provide some of the most memorable scenes ever created for cinema.
AVATAR - Interactive Desktop
The desktop app was designed and developed to allow users to stay connected and receive the latest updates on the movie franchise. The AIR application is a fully customizable Interactive Desktop using push notification to send the latest news, video features, live Twitter feeds and much more directly to the user's desktop.
Upon downloading the AIR application, the Interactive Desktop app spans across the user's desktop and converts it into an AVATAR branded experience. Users can fully customize the experience by changing background images from a wide selection of wallpapers, and customizing the preferences of each component.
The cross-platform application (Windows and OSX) includes also exclusive content such as previously unreleased images, video clips, and other exclusive content. Users can also switch to another app (ALIEN Interactive Desktop) directly form the AVATAR application.
Result
The interactive campaign for AVATAR was a huge success. DVD and Blu-ray sales set all-time records. The developed applications had high engagement rates and millions of user-generated images were shared online and across social media platforms.
Awards
2011 W3 Awards: Gold Award - Film and Movie Site
2011 W3 Awards: Gold Award - Experimental
Graphic Design USA: 2011 Web Design Awards
2010 OMMA Awards Finalist for the Entertainment: Movies category in Web Site Excellence
2010 Interactive Media Awards: Outstanding Achievement: Movie/Film
Adobe Site Of The Day (03/31/10)
URL
http://pandorama.avatarmovie.com