disguise xR pushes storytelling boundaries for the launch of the new Maserati MC20 luxury sports car

Date: 14/12/2020
disguise xR pushes storytelling boundaries for the launch of the new Maserati MC20 luxury sports car

It was ‘Time To Be Audacious’ as luxury automaker Maserati launched the MC20, the first super sports car of its Trident brand, in a never-seen-before automotive event format powered by disguise xR.

Milan-based Feelrouge Worldwide Shows staged a two-day hybrid event held at the famous Autodromo di Modena race track, and broadcast live around the world. The setting included a huge open-air, installation stage with 630 square meters of LED video screens on three different axes, which hosted a series of anamorphic visual effects and augmented and mixed reality content, powered by three disguise gx 2c media servers.

The visual narrative was complemented by a live performance, light show, sound system and original soundtrack. A fleet of 50 Maserati cars from across the years were showcased in the grandstand, creating an evocative drive-in theatre setting for over 500 live guests, accommodated in socially-distanced seating.

Feelrouge met the challenge of realising the two-day physical event during the coronavirus pandemic, and some severe weather conditions, which reduced rehearsal days. More than a year in development, the narrative connected the on-site and digital experiences with a statement of hope, courage and audacity during the pandemic that embraced the brand's new vision.

Feelrouge chose xR (Extended Reality) for the event’s narrative platform. “Expression of identity has been utterly transformed by moving from traditional AV channels to contemporary technological multi-sensorial communication,” explains Marco Klefisch, Creative Director at Feelrouge. The agency designed a show in which “the concept was expressed through the synchronicity between set design, performance and audience in order to enhance every part of this Mixed Reality. We felt the need for multiple levels of engagement to create variety, rhythm and intensity during the show and embrace large online and on-site audiences. The contemporary representation of imagination moves its borders every day, and xR is the system to use par excellence.

The event broadcast received 152.1 million online impressions, 27.9 million video views and 8.3 million engagements. Feelrouge have also been awarded Best Event of 2020 as well as gold prizes in Brand Experience and B2C Events at BEA Italia - the country’s most prestigious award ceremony recognising and promoting excellence in events and live communication - and is shortlisted in six categories in its global equivalent, BEA World.

“Feedback was fantastic,” reports Klefisch. “We mixed different styles and tools to generate something new and fresh. xR technology adds a new allure to the narrative, pushing the borders of the senses across infinite landscapes.”

See how the event came together here.

Find out more about disguise xR here.

Credits:

Executive Producer: Valentina Saluzzi, Feelrouge Worldwide Shows

Creative Direction: Marco Klefisch, Feelrouge Worldwide Shows

Technical Project Manager: Fabio Orzali

disguise xR specialist: Nicholas Di Fonzo

***



Tags: disguise | Maserati | xR
Submitted by Bubble Agency (Bubble Agency)
View author's directory page

Related Interviews
  • Sony HXR-MC88 palm-sized camcorder shown plus UWP series wireless transmission at NAB 2019

    Sony HXR-MC88 palm-sized camcorder shown plus UWP series wireless transmission at NAB 2019

  • Omnitek at NAB 2016

    Omnitek at NAB 2016

  • Sonys new cameras at IBC 2014 - including the FS7

    Sonys new cameras at IBC 2014 - including the FS7


Related Shows
  • KitPlusTV summarise the Broadcast and Pro Video News 22nd March 2021

    KitPlusTV summarise the Broadcast and Pro Video News 22nd March 2021


Related Articles
  • The way forward in a changing world

    The way forward in a changing world

  • Managing colour from aquisition to delivery

    Managing colour from aquisition to delivery

  • A year on the net AIL

    A year on the net AIL

  • AVCHD and NXCAM

    AVCHD and NXCAM


News
Rohde and Schwarz Introduces Advanced Dolby Atmos Audio and IMF Packaging Capabilities to CLIPSTER Posted: 14/04/2021
Rohde and amp; Schwarz Introduces Advanced Dolby Atmos Audio and IMF Packaging Capabilities to CLIPSTER

Rohde & Schwarz, a global leader in post-production media technologies has announced the release of the latest version of its R&S®CLIPSTER feature film and episodic TV mastering system. The latest software upgrade (version 6.9.1) includes extended support for Dolby Atmos multi-channel surround sound production technology as well as the latest IMF (ST2067-X) delivery standards.

Tags: Rohde & Schwarz | broadcast media | broadcast | CLIPSTER | Dolby Atmos Audio | IMF capabilities | entertainment | software update | surround sound technology | production media technology | R&S CLIPSTER
Submitted by Manor Marketing
More from this author
Rohde and Schwarz Introduces Scalable Distributed Multiviewer Functionality Posted: 14/04/2021
Rohde and amp; Schwarz Introduces Scalable Distributed Multiviewer Functionality for R and amp;S and reg;PRISMON

Rohde & Schwarz, a global leader in broadcast media technologies has announced the introduction of strategic new IP-related multiviewer functionalities within its R&S®PRISMON broadcast channel monitoring and multiviewer system.

Claimed by the company to be a world’s first in IP workflow multiviewing, the new Scalable Distributed Multiviewer feature offers unprecedented configuration flexibility for users through its ‘any to any’ function. This unique feature, which can be added to existing PRISMON installations, enables any input to any output connectivity through IP proxy networks for up to 36 remote devices.


Tags: Rohde & Schwarz | Multiviewer | broadcast media | broadcast | prismon | scalable | Distributed Multiviewer | Multiviewer feature | Monitoring
Submitted by Manor Marketing
More from this author
NEP Germany moves into air freight containers for production of the current Formula 1 season Posted: 14/04/2021
NEP Germany moves into air freight containers for production of the current Formula 1 season

Producing the Formula 1 for TV is, besides the production challenges as such, a logistical tour de force. Production equipment needs to travel around the world preceding the racing circus and must always be on-site and ready for use at the right time.

Tags: Formula One | container | studio | NEP Germany | Broadcast Solutions
Submitted by Broadcast Solutions
More from this author
Densitron launches new Tactila evaluation kit for touchscreen rotary controls Posted: 14/04/2021
Densitron launches new Tactila evaluation kit for touchscreen rotary controls

Densitron, the global leader in innovative Human Machine Interaction (HMI) and display technology, has addressed the continuing strong demand for tactile controls to be used in conjunction with touchscreens by launching a versatile new evaluation kit. Incorporating three tactile rotary knobs that are already bonded, Tactila features a high-resolution 8” touchscreen as well as powerful processing that utilises ARM and Linux BSP technologies.

Tags: Densitron | Tactila | Broadcast | Rotary Knobs | Tactile Controls | Rotary Controls
Submitted by Page Melia PR
More from this author
Leader Introduces Video Primers on SMPTE ST 2110 Posted: 14/04/2021
Leader Introduces Video Primers on SMPTE ST 2110

Leader Electronics announces new additions to its range of training resources with the release of three video primers explaining the SMPTE ST 2110 Professional Media Over Managed IP Networks suite of standards:

Video primer: An Introduction to ST 2110-20 (6 minutes).

Video primer: An Introduction to SMPTE ST 2110-10 System Timing (22 minutes).

Video primer: SMPTE ST 2110 Professional Media Over IP (5 minutes).


Tags: Leader Instruments | video test equipment | audio test equipment | video waveform monitors | 12G waveform monitors | 12G video analyzers | IP video analysers | video noise meters | HDR test equipment | true-hybrid test equipment | Hi-Vision test equipment | surround
Submitted by Stylus Media Communications
More from this author
ACCESS Europe partners with leading music service Stingray to deliver greater content choice and entertainment to car users Posted: 14/04/2021
ACCESS Europe partners with leading music service Stingray to deliver greater content choice and entertainment to car users

ACCESS Europe GmbH today announced that it has partnered with Stingray Group Inc. (TSX: RAY.A; RAY.B), a leading music, media and technology company, to bring streamed music services to the car for the US and Canadian markets initially.

Tags: OTT | Streaming | Stingray | Automotive | Music | AppStore | SVOD | Audio
Submitted by Staff
More from this author
Maxon Announces Redshift for macOS Including Native Support for M1-Powered Macs Posted: 13/04/2021
Maxon Announces Redshift for macOS Including Native Support for M1-Powered Macs

Maxon announced the immediate availability of Redshift for macOS including support for M1-powered Macs as well as Apple’s Metal Graphics API. Redshift, the award-winning, production-ready renderer, offers a rich feature set including ray switches, flexible shading networks, motion blur, AOVs, deep output, layered EXR and much more.

Tags: Maxon | Redshift | macOS | production rendering | VFX rendering
Submitted by Zazil Media Group
More from this author
Maxon Announces Cinema 4D S24 Posted: 13/04/2021
Maxon Announces Cinema 4D S24

The latest subscription-only release of Maxon’s 3D application allows users to easily browse and obtain models, materials and other assets, and to intuitively place them within the scene. The release also includes key workflow enhancements and a sneak peek at continued progress on the Scene Nodes and Scene Manager interfaces to the new core.

Tags: Maxon | Cinema 4D | C4D | 3D design | product updates
Submitted by Zazil Media Group
More from this author
Maxon Unveils a New Corporate Identity Posted: 13/04/2021
Maxon Unveils a New Corporate Identity

After more than 20 years, Maxon has unveiled a new corporate identity. The move follows the completed unification of Maxon global in 2018, the acquisition of Redshift in 2019 and the merger with Red Giant in 2020. Senior Brand Manager Leo Hageman designed the logo under the direction of Maxon’s executive team.

Tags: Maxon | Logo | Animated Logos | Redshift | Red Giant
Submitted by Zazil Media Group
More from this author
Moves by Maxon Update Offers Streamlined Workflow Posted: 13/04/2021
Moves by Maxon Update Offers Streamlined Workflow

Maxon, the developers of professional software solutions for motion designers and visual effects artists, is pleased to announce the release of an update to Moves by Maxon for iOS devices. Moves by Maxon capitalizes on the emerging technology of Apple's AR-Toolkit, which enables users to capture facial motion and whole body movement; enabling artists to bring motion sequences into Cinema 4D with limited technical effort. Moves by Maxon was released in early 2020 and has become quite popular among Cinema 4D users. In this latest updated release several optimizations have been implemented to make the app more stable and user-friendly. Most notably, Moves by Maxon now includes simplified connectivity to Cinema 4D S24 via automatic network discovery, removing the previous need to scan a QR Code image or manually configure the IP address of the machine running C4D.

Tags: Maxon | Moves by Maxon | Cinema 4D | Animation | VFX
Submitted by Zazil Media Group
More from this author
GOL TV Leverages Grass Valley End-to-End Live Production Workflow for Studios and Mobile Units Upgrade in Multimillion Dollar Deal Posted: 13/04/2021
GOL TV Leverages Grass Valley End-to-End Live Production Workflow for Studios and Mobile Units Upgrade in Multimillion Dollar Deal

Grass Valley announces that a suite of its live production solutions are central to GOL TV’s newly upgraded mobile fleet and studios. In a large and complex multimillion dollar deal, the Tenfield-owned bilingual soccer channel has selected Grass Valley cameras, switchers, replay and highlights and IP routing and infrastructure – all fully integrated with third-party equipment – to provide an end-to-end workflow that will support live sporting events, live musical shows and news productions. This system upgrade equips GOL TV to strengthen its position in live production for LATAM with futureproofed capability, including IP and 4K UHD HDR.

Tags: grass valley | gol tv
Submitted by Staff
More from this author
Victory Church Engages the World with Pliant Technologies MicroCom XR Posted: 13/04/2021
Victory Church Engages the World with Pliant Technologies MicroCom XR

For Victory Church, entering the live-stream world was something that they aimed to achieve within the next few years, but when the pandemic struck, it was a shift that they needed to make within a few weeks. With a limited budget and requirements for wireless capabilities, Pliant Technologies’ MicroCom XR digital wireless intercom system was the right solution for Victory Church. With MicroCom XR, production staff and volunteers can deploy a reliable solution for clear communication, helping productions—both in-person and live-streamed—go on without a glitch.

Tags: Pliant Technologies | MicroCom XR | intercom solutions
Submitted by D. Pagan Communications
More from this author
TSL Products Proves Reliable for Saudi Broadcasting Authority Posted: 13/04/2021
TSL Products Proves Reliable for Saudi Broadcasting Authority

GENTEC, a leading contractor for telecommunications, electronics and computer projects, has proven its capability by successfully completing projects across Saudi Arabia, and has become a trusted systems integrator of TSL Products. When the integrator was recently tasked with a first-of-its-kind outside broadcast project at Saudi Broadcasting Authority (SBA), they knew that TSL’s audio monitoring and broadcast control solutions would be up to the challenge.

Tags: TSL Products | audio monitoring | broadcast control
Submitted by D. Pagan Communications
More from this author
New TVU Remote Commentator Offers Real-Time, Broadcast-Quality Audio Commentary for Live Productions over the Internet Posted: 13/04/2021
New TVU Remote Commentator Offers Real-Time, Broadcast-Quality Audio Commentary for Live Productions over the Internet

TVU Networks today announced TVU Remote Commentator, a cloud-based solution that allows sports producers and event organizers to add synchronized, real-time audio commentary from any location using a public internet connection. Even when the event and commentators are in different parts of the world, TVU Remote Commentator streamlines digital productions and delivers broadcast-quality audio for live productions.

Tags: TVU | cloud production | remote production | sports production
Submitted by Pipeline Communications
More from this author
ELEMENTS Discuss Best Practices for Remote Production Workflows and Latest Updates in the Ecosystem Posted: 13/04/2021
ELEMENTS Discuss Best Practices for Remote Production Workflows and Latest Updates in the Ecosystem

ELEMENTS, provider of innovative, high-performance media storage and server systems for the post-production and broadcast industry, is offering free, dynamic web sessions 27-29 April 2021 to discuss remote editing of the future, as well as recent updates.


Tags: ELEMENTS | Media Storage | Server Systems | post production | broadcast | remote production | storage | storage ecosystem | automation workflows | Qualification Programme | storage solutions | editing
Submitted by Manor Marketing
More from this author
Pages:   [1] 2 3 4 5 6 7 > >>