Application Spotlight: Blend in with Rango
Inwindow recently launched an interactive ad campaign for Paramount's new film, Rango.
Customer: Paramount Studios
Production Shop: Inwindow Outdoor
Location: The Grove in Los Angeles and San Francisco
Flight Date: February 21 - March 21, 2011
Project: Create an outdoor interactive ad campaign for Paramount in order to promote their new movie Rango.
Inwindow recently launched an interactive ad campaign for Paramount's new film, Rango. Located in Los Angeles and San Francisco, CA, the interactive ad campaign debuted on February 21, which portrayed beautifully vibrant displays along with interactive screens. According to Steve Birnhak, CEO of Inwindow Outdoor, Paramount wanted to produce something interactive, large-scale and memorable. "We worked closely with the people at Paramount Studios to understand the major themes of the movie and created a concept that would be engaging, relevant and viral," said Birnhak.
As a person approaches the interactive display screens, which are enclosed in glass, the animated character, Rango, appears on the screen. "We developed displays at The Grove in LA and SF Center in San Francisco in which people approaching a virtual mirror would disappear into the background, playing off of the chameleon them from the movie," Birnhak said. "From there, the people who have 'blended in' are photographed and magically brought in to a scene from the film. That photo can be sent to a cell phone or email with the option of uploading it to Facebook."
Inwindow had only five weeks to launch this project, which involved a tremendous amount of work and materials. The Inwindow team used self-adhesive vinyl with a glossy laminate for the vivid print element of the ad. Birnhak mentioned what kind of work was involved to create this campaign: "We have to design and build the physical structure, create templates for the client, get artwork printed, do all the programming for the interactive element, ship and install the A/V equipment, install the vinyl, monitor the performance of the systems, coordinate with the property manager and a lot of other details I'm probably forgetting about! We're on very tight timelines and there are lots of moving parts, so it is essentially like producing an event."
Inwindow's interactive ad campaign remained up for one month after February 21, 2011. A time lapse video was created in order to show the positive feedback of Inwindow's campaign: www.youtube.com/watch?v=VTKcUZaLq6I
