Sony Rec You – new walkman campaign
Sony are launching their new walkman (which can record TV) in Japan with an amazing campaign. The work uses motion portrait technology developed in-house over the last few year. Visitors to the Rec You site upload a still image which is then photo-realistically animated to sing, bob in time to music and wear a walkman.
The site then sends you a movie of your singing self. But the fun bit comes with what Sony do with your animated self. First you join a huge online group of singing heads, then your singing head starts to appear all over MSN, then it pops up in the real-world at sports stadiums and on outdoor advertising screens in big cities, finally some user ‘heads’ appear in a new TV ad.
In a fantastic experiential twist Sony took people’s photos in the streets of Tokyo and then instantly transmitted their animated singing heads onto skyscrapers. You can see how this worked by watching the video below:
The site is mostly in Japanese, but with some English. Patient navigation should enable you to work out what’s going on. Also for us europeans on ‘slow’ broadband, the site may take some time to load.
The campaign was created by Sony, Non-Grid and GT Tokyo/Dentsu.
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Fun stuff.
This is an extraopolation of technology developed in the film world (Sony owns a studio…) and then of course dripped drown to the video game world (hmmm, don’t Sony do that too?)
From an aesthetic point of view (not surprising given my moniker) what intrigued me is how someone of asian origin with their more sheer/regular features looks far more realistic, or should that be far more “natural CGI” than the older Western guy in the first clip.
It’s fascinating at how quickly technology limitations can inform conventional norms. MP3s with their generally terrible sound compression is a sound-a-like equivalent.
What we’re all waiting for is Avatar (Cameron) and the Tin Tin movies (Jackson & Speilberg) using new facial capture systems developed by Weta Digital. If they can inject the same amount of humanity which infused Lord of the Ring’s Gollum, it will be a tremdous step forward for the art of animation.