Sun Life turns on experiential media wall featuring Cirque du Soleil

October 24, 2011 by Dave Haynes

The financial services company Sun Life has installed an immersive media wall in the lobby of the Kodak Theatre in Los Angeles, to raise profile and brand awareness, and its sponsorship of the Cirque du Soleil’s running engagement there.

The focal point of the wall is scenes from IRIS, the famed circus troupe’s new production celebrating the motion picture industry. The installation is in the lobby of the theatre, which is the annual home of the Academy Awards show. The show opened recently and is on an indefinite run, clearing out for the Oscars.

The wall was developed by Arsenal Media, which has done similar “BuzzWall” installations for Nielsen, the Miami Dolphins and museums. This one used gesture-based interactivity, and a smartphone-based augmented reality iPhone/iPad2 app that shows Cirque visuals in 3D.

The display wall  features Christie MicroTiles.

Reports Christie:

Sun Life approached Arsenal Media about building a digital wall that would support their campaign strategy, maintain brand integrity and stay within budget. Arsenal Media, one of the leading digital content experts chose “the best product on the market for impactful, immersive and interactive experiences,” – Christie® MicroTiles®.

Uniting spectacular colors, superior image quality, modular flexibility and touch-based interactivity, Christie MicroTiles offer substantially brighter images and a much wider color palette than conventional flat panel LCD and plasma displays and produce a virtually seamless canvas with an unlimited number of super-fine pixels.

The cool thing here, waving the flag, is this is made-in-Canada technology (Christie), creative producers and performing artists from Quebec (Arsenal and Cirque) and a corporate sponsor that’s based in Toronto (Sun Life). Yay.

It’s a nice win for Arsenal and Christie, who have done a number of projects together. Working with Cirque’s amazing visuals would have been a treat for the creative people.

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