Creative Work by Sean Pruen
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Title: AMR22 Launch

Client: Aston Martin

Agency: Cake

Year: 2022

Broadcast live to F1 fans on Sky Sports and online from the Aston Martin Lagonda HQ, we crafted an intense holographic light show that utilised some unique in camera technologies. The show launched the AMR22 F1 challenger to the world with millions of people watching including a live (factory) audience.

We traced projected content upon a translucent gauze with laser light animations and presented imagery upon an array of Hypervsn displays. This was the first time these holographic displays had been used in a live show and so we had to tweak the system to be optimized for broadcast.

I directed the show including the design of the stage setup, the narrative structure and 3D pre visulisations.