Commercial project
Kent HD
DJ WASK was one of the leading Djs in Chile during the last decade, owner of the biggest dj academy djschool and event production company called the loft, together we won a contract with the cigarette brand Kent for the Beyond Kent HD summer Tour 2010.
The four parties were spread in different cities of Chile; Santiago, Pucon, La Serena, Viña del Mar and included activation with promotional teams in different pubs and clubs. Using the concept of High Definition matching with the launch of the new product.
For the campaign, we were required to develop six different softwares over three different platforms, three iPod applications with simple games, one screen on a wooden structure to run flash roulette, and the creation of a system capable to control a game following the movement of a cigarrette box in the space.
With a team that I denominated as “Nico’s Army” formed by Nicolas Gravel, Nicolas Toro, and me for the software creation, and Andres Terrisse and Nicolas Quiroz to prepare the mapping the venues.
In order to create a cigarette box driven game, Nicolas Gravel and me decided to create a system putting together an small flower shaped chip called Arduino Lilypad, an Xbee Radio frequency emitter/receiver, and a lithium battery with a switch, plus an accelerometer and gyroscope to track the Axes of the cigarette box with a homemade inertial measurement unit (IMU),then establish a connection via socket to a table pc, passing information of rotations to flash, to recreate the box behavior with a 3D software. We were forced to study flight dynamics and face problems like Gimbal lock and the use of Quaternions, and after dealing with all kind of bugs referred mainly to memory leaks generated by Papervision, after a day and night testing process, we ended up with a functional game.
At the end, the games worked well and the parties were a big success, considering some minor incidents like the human stampede created by the rain in Pucon or the power shortage in La serena. Tragically the last party ended up bad when an earthquake occurred during the last party in Viña del Mar, and caused one fatal victim.
Mockups of the promotional mechanics:
1.iTouch Evolution: Shake the ipod as fast as you can to win high definition.
2.Sticks HD: Pick the HD cigarettes among the traditional.
3.iTouch Blur: Use your finger to reveal the cigarette anatomy.
4.Pack Control HD: Use the cigarette pack to answer quiz about tobacco.
5. Travel to Evolution: Use the cigarette pack to control a giant cigarette who travels around the universe to collect high definition elements.
6. Roulette HD: Play in the roulette to win cigarettes and lighters.
