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官方 Gorillaz 应用程序

案例简介：战略作为一个永恒的虚拟乐队，伴随着不断发展的声音, gorillaz 在流行文化中的地位是独一无二的 -- 他们高度参与的全球观众在他们存在的 19 年里一直保持在精通技术的 18-24 人口中。你如何再次提高标准，成为世界上最具创新精神的乐队？我们确定混合现实和手机是我们重新定义故事和音乐消费的前沿，推动了全球专辑发行活动。我们的目标是创造世界上有史以来最好的移动混合现实体验。本着乐队的民主精神，我们开始让每个人都能体验到这种体验，不管他们的设备级别、操作系统或位置如何。概要由音乐家 Damon Albarn 和艺术家 Jamie Hewlett 创作的世界上最伟大的虚拟乐队 Gorillaz，在中断了七年后，带着备受期待的新专辑《 humanz 》回来了。每一张专辑，Gorillaz 都推动了创新和讲故事的前沿。在他们的中断期间，移动技术的巨大飞跃为我们提供了一个彻底的机会，以一种全新的方式打破新的局面，讲述 Gorillaz 的故事。我们的任务是推出这张专辑，并为未来创造一个沉浸式的讲故事平台。结果 HUMANZ 在英国、美国和世界上 30 多个国家的 iTunes 图表上排名第一。应用程序: 在发布日 iTunes 上排名第一的趋势 130,000 在 195 个国家和地区安装了 4.5 个小时？应用商店/4.3？Google PlayGorillaz 应用程序出现在 60 多个音乐和技术出版物中。 # HumanzHouseParty: 125,923 世界各地的粉丝在 146 个国家搜索 AR House 70k 喜欢 # Instagram1.1MM 印象上的 humanzhouseparty # Instagram900k Reach # Instagram1 上的 humanzhouseparty, 500 + 在 Instagram 上发布 # HumanzHouseParty，在 Instagram1.8MM 上展示 # humanzhouseparty，在 Twitter 上分享 # humanzhouseparty 活动描述抹去 Gorillaz 和现实之间的界限。我们创造了世界上第一张混合现实专辑的发行，让粉丝们和 Gorillaz 比以往任何时候都更接近。通过移动应用程序交付，我们创造了现实世界、增强现实、虚拟现实和 360 环境的独特融合。我们首先让粉丝们沉浸在 Murdoc 的亲密世界中，2D, 拉塞尔和面条，然后通过 # HumanzHouseParty 将 gorillaz 带入我们的现实 -- 这是一个在从东京到圣地亚哥的 500 多个地点举办的有史以来最大的特定地理增强收听活动中预览完整专辑的机会。执行继 Kong Studios 和 Point Nemo 之后，Spirit House 是乐队的新住所，是 “人类” 叙事的核心。Gorillaz 应用程序是一个运动跟踪 360 的玻璃进入精神的房子，和 AR 层，把它带到我们的世界。该应用程序在设备摄像头的增强实时视图上打开 -- 在第一次交互中打破了现实障碍。3D 菜单-对象，扩展到用户的环境中，每个对象打开一个入口进入虚拟房子内的房间。以杰米 · 休利特的标志性风格从头开始创建每个环境和 AR 对象需要 CG 、设备内渲染和照片逼真合成的无缝组合。首先是一种特定于地理的 AR 收听体验，然后将 Gorillaz 带入了全球 500 多个地点的球迷世界。我们推动了作为应用程序部署的新生的 WebVR 和 WebGL 技术，以跨多个平台和设备提供平滑、优化的性能。

官方 Gorillaz 应用程序

案例简介：Strategy As an ageless virtual band with an ever evolving sound, Gorillaz’ position in pop culture is unique - their highly engaged global audience has remained within the tech-savvy 18-24 demographic throughout their 19 year existence. How do you raise the bar yet again, for the world’s most innovative band?We identified mixed reality and the mobile phone as our frontier to redefine storytelling and music consumption driving the global album launch campaign. Our aim was to create the best mobile mixed reality experience the world had ever seen. In the spirit of the democratic nature of the band, we set out to make this experience accessible to everybody, regardless of their device level, operating system or location. Synopsis Gorillaz, the world’s greatest virtual band created by musician Damon Albarn and artist Jamie Hewlett, have returned after a seven year hiatus with a highly anticipated new album, ‘Humanz’.With every album, Gorillaz have pushed the frontier of innovation and storytelling. Huge leaps in mobile technology during their hiatus presented us with a radical opportunity to break new ground and tell the Gorillaz story in a completely new way. Our task was to launch the album and create an immersive storytelling platform for the future. Outcome HUMANZ launched at No1 spot on iTunes chart in UK, USA and over 30 other countries around the world.App:#1 trending on iTunes on launch day 130,000 installs in the first 24 hours300,000 installs in 195 countries and counting 4.5 ? App Store / 4.3 ? Google PlayGorillaz app is featured in over 60 music and tech publications.#HumanzHouseParty:125,923 Fans around the world searched for the AR House in 146 countries70k likes #humanzhouseparty on Instagram1.1MM Impressions #humanzhouseparty on Instagram900k Reach #humanzhouseparty on Instagram1,500+ posts on Instagram with #HumanzHouseParty on Instagram1.8MM impressions with #humanzhouseparty on Twitter1.1MM reach with #humanzhouseparty on Twitter CampaignDescription Erasing the line between Gorillaz and reality.We created the world’s first mixed reality album launch, bringing fans and Gorillaz closer together than ever before. Delivered through a mobile app, we created a unique blend of real world, augmented reality, virtual reality and 360 environments. We first immersed fans into the intimate world of Murdoc, 2D, Russel and Noodle and then brought Gorillaz’ into our reality with the #HumanzHouseParty - a chance to preview the full album at the largest ever geo-specific augmented listening event across 500+ locations from Tokyo to Santiago. Execution Following in the steps of Kong Studios and Point Nemo, the Spirit House is the band’s new residence at heart of the ‘Humanz’ narrative. Gorillaz app is a motion-tracked 360 looking glass into the Spirit House, and an AR layer that brings it into our world. The app opens on the augmented live view of the device’s camera - breaking the reality barrier in very first interaction. 3D menu-objects, augmented into user’s surroundings, each open a portal into a room within the virtual house. Creating each environment and AR object from the ground up in Jamie Hewlett’s iconic style required a seamless combination of CG, in-device rendering and photo-realistic compositing. A first-of-it’s-kind geo-specific AR listening experience then brought Gorillaz into fans’ world at 500+ locations around the globe.We pushed the nascent WebVR and WebGL technologies, deployed as an app, to deliver a smooth, optimised performance across multiple platforms and devices.