For an antiperspirant technology as revolutionary as the new Dry Spray line, Unilever wanted a high energy NYC press launch event. Agency MKG brought Future Colossal into the mix to create a few unique experiences that would really make people sweat. And thus two ideas were born – a high-tech silent disco and a stealthy laser maze!
For the Silent disco, we created exciting, real-time audio reactive visuals that were projected above a live DJ. As the DJ pumped beats into the silent disco headphones, a fluid particle simulation, a reference to the Dry Spray, pulsed along in perfect sync with the music. While each dynamic particle in the visualization reacts as its own entity to the music, the particles are also aware of each other and can change each others course. Using a real time 3D fluid simulation with over a million independent particles with a resolution of 5760 x 1080, the audio reactive visuals can fill any event with ever changing wall to wall HD projections. For the Unilever launch it kept guests entertained and dancing with headphones on all night.
The most exciting experience of the night however was the Laser Maze! Two players competed against each other to stealthily make their way through a maze of lasers to reach the Axe body spray button at the finish. They had to be careful though, because one wrong step and a red flashing alarm would trigger, sending that player back to the beginning. Winners who reached the button first were rewarded with a mini light show and cheers from the crowd.
The laser maze utilized all custom built electronics for laser emittors and receivers. These were all controlled independently via micro-controllers which allowed for a very fast install and de-install. Each laser alarm was connected to a series of LED strips that would animate when triggered and a speaker that would let out the sound of a siren.
Design and Development