Avatar Fans, Morph Yourself Into A Na’vi in Los Angeles
To help promote the upcoming Blu-ray release of Avatar, The Grove LA mall has added a new free-standing structure that will morph the faces of shoppers into Na’vi. The “event” starts today and runs for a month, and we’ll be sure to get some of this in action.
â€œThis is by far the most technologically ambitious project weâ€™ve ever done and the first by our internal digital team. The morph is incredibly realistic because the end result retains many of the usersâ€™ facial characteristics. It goes well beyond augmented reality in that it isnâ€™t simply superimposing imagery, itâ€™s actually altering the underlying content in real-time,â€ said Jeff Cohen, Managing Partner of Inwindow Outdoor. â€œThe success of Avatar called for an eye-popping exhibition that would be as engaging as the film and is bound to not only attract attention but draw in shoppers and drive sales of the Avatar release.â€
The Avatar display is a 60â€™ x 10â€™ structure featuring three â€˜morphing stationsâ€™ and one large-scale video wall surrounded by vinyl and branded in Avatar themes. As shoppers approach the screens, Inwindowâ€™s technology captures their image and transforms them into a Naâ€™vi. Once the morph is complete, users can enter their email address via touch-screen to be sent a video of their transformation along with information on where to purchase the Blu-ray disc.