Next time you saunter down an airport walkway, you may have the opportunity to deliver the mail with a CG dog named "Bullseye" or open doors to glimpse the unusual goings on in four Marriott Hotel rooms.
Both interactive installations are the creations of digital media studio Tronic for Xerox's new global "Ready for Real Business" advertising campaign.
In partnership with agency Y&R New York, Tronic designed and produced two interactive CG / live-action productions, one of which features Target, the other Marriott Hotels, for the Xerox business-to-business campaign, which launched in September. The two productions run in rotation on life-sized, nine-screen interactive video displays at Atlanta, Denver, Los Angeles and six other airports.
"We're quite pleased to have been selected to design and produce this interactive out-of-home installation in this high-profile campaign," said Tronic EP Brian Camp. "The creative freedom we had enabled us to bring new elements of game play to the airport environment to deliver brand messaging in more interactive and engaging ways," added co-founder Vivian Rosenthal.
Tronic is known for their blending of the digital and physical, and this project offered a unique opportunity to create a new kind of advertising that mixed gesture based technology with commercials and gaming to create interactive storytelling. No longer is it as passive viewing experience, suddenly you can disrupt and interactive with a commercial and it's actually fun, it transforms into a game.
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