Intel: The Tempest [image]

Credits & Description:

Title: Intel X The Royal Shakespeare Company X The Imaginarium: The Tempest
Agency: The Royal Shakespeare Company, Agency Inside
Brand: Intel
Country: USA
Entrant Company: Intel, Santa Clara
Advertising Agency: The Royal Shakespeare Company, Stratford-Upon-Avon / Agency Inside, Santa Clara
Media Agency: Omd Usa, New York
Pr Agency: Intel, Santa Clara
Production Company: The Royal Shakespeare Company, Stratford-Upon-Avon / Imaginarium, London
Additional Company: Imaginarium, London
Chief Marketing Officer: Steven Fund (Intel)
Vp, Global Creative Director: Teresa Herd (Agency Inside)
Director Of Production: Yogiraj Graham (Agency Inside)
Brand Director: Louise Felton (Intel)
Brand Experiences Lead: Matthew Bolton (Intel)
Account Executive: Heather Wyse (Intel)
Director Of Research: Tawny Schlieski (Intel)
Artistic Director: Gregory Doran (Royal Shakespeare Company)
Director Of Design: Stephen Brimson-Lewis (Royal Shakespeare Company)
Director Of Digital Development: Sarah Ellis (Royal Shakespeare Company)
Director Of Communications: Liz Thompson (Royal Shakespeare Company)
Director Of Marketing: Chris Hill (Royal Shakespeare Company)
Head Of Corporate Development: Lisa Ramsell (Royal Shakespeare Company)
Head Of Press: Philippa Harland (Royal Shakespeare Company)
Head Of Studio: Ben Lumsden (Imaginarium Studios)
Motion Capture Technical Director: Bren Jordan (Imaginarium Studios)
2d 3d Character Artist: Silvia Bartoli (Imaginarium Studios)
Account Executive: Jenille Winder (Agency Inside)
Producer: Tim Allen (Agency Inside)
Global Head Of Regional Communications: Fran Ashcroft (Intel)
Uk Public Relations Manager: Isabella Villegas-Torres (Intel)
Brand Manager: Andrea Wightman (Intel)
Employee Engagement: Nicky Sowell (Intel)
Social Media: Ryan Longstaff (Intel)
Execution:
Intel helped create a digital avatar live on stage at The Royal Shakespeare Company. It took over three years to bring the technology to the stage, enabling the avatar to perform Shakespeare’s Ariel, a spirit- like character who shapes and shifts depending on his emotions. The technology Intel deployed was incredibly ambitious—a true world first. Live motion capture and projection of facial expressions has never before been achieved in the theater. Real-time data from a motion capture suit and rig were mapped to a complex digital avatar. That avatar was morphed and transformed into many different characters throughout the performance and then projected through 27 different projectors on stage. This live projection required immense amounts of processing power, which would not have been possible without Intel technology. Intel custom-built a processing stack for this project. The result was a dream-like world that was constantly transforming in front of the audience’s very eyes.
Campaign Description:
Intel and The Royal Shakespeare Company collaborated to demonstrate how technology can push the boundaries of creativity in the performance arts. The actor who played Ariel wore a motion capture suit that allowed us to capture his bodily movements and facial expressions in real time and transfer them into a digital avatar that we projected above the stage. Ariel’s body transformed into flame, water, and a winged creature while still capturing the nuances in the movements and performance of the actor who stood on stage, thus revealing the artifice behind the spectacle.