Simon Whalley, executive producer at Framestore, describes how the campaign was launched just five minutes after Miley Cyrus’ sensational performance by combining stand up comedy with the real-time technology.
Whalley believes brands can now use computer gaming mechanics to almost instantaneously create TV spots that successfully ride off the back of events as they unfold to create a genuine dialogue with the viewer.
The technology was also used by Coca-Cola for its high-profile , but the amount of preparation required including creating the computer animated characters could mean real-time CG will remain the preserve of big spending brands for the immediate future.
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