On the busiest block in Manhattan, during the busiest day of the year, we had to make people stop, so we turned Black Friday into Gold Friday. In keeping with Jay Z's reputation as a trailblazer, we created an out-of-home brand awareness concept to launch his new men's fragrance, Gold. With an 84-inch, 4K display and more than 600,000 lines of code that had previously only been theoretical, we transformed more than 143,000 passersby into liquid gold.

Launch the campaign
Published
January 2014
Topics

The Story

On the busiest block in Manhattan, during the busiest day of the year, we had to make people stop, so we turned Black Friday into Gold Friday. In keeping with Jay Z's reputation as a trailblazer, we created an out-of-home brand awareness concept to launch his new men's fragrance, Gold. With an 84-inch, 4K display and more than 600,000 lines of code that had previously only been theoretical, we transformed more than 143,000 passersby into liquid gold.

We used the Xbox Kinect to recognize body shapes and paired it with a massive display. Then we turned those figures into liquid gold avatars with 150,000 particles, 1.04 million poylgons and 8.3 million pixels to create a real-time fluid simulation. To render graphics on such an unprecedented scale, we harnessed twin ASUS GTX Titan-6GD5 running in SLI with liquid-cooled processors and custom-built software and a user interface.

The Technology

The Results

With cutting-edge technology, we broke new ground by creating liquid gold at 4K resolution that reacts to user input in real time. We designed a first-of-its-kind experience that was powerful enough not only to stop people in their tracks but to compel them to participate for an average of 30 seconds.

143K

Interactions

$384.4 Billion

Their weight in gold

8.2 Million

Pixels shaping liquid gold on display

Launch Date Nov. 29, 2013