Doritos Late Night
Web / 2010
In 2009, Doritos released a new line under the banner Doritos Late Night, with flavours such as Tacos at Midnight, All Nighter Cheeseburger or Last Call Jalapeno Popper - essentially the kind of crisp you want after a night of partying.
Therefore there is a strong link between the Late Night flavours and music and in 2010, we worked with Goodby Silverstein & Partners on an interactive global music experience like no other, headlined by Rihanna with support of bands from Canada, South Africa, Turkey, Brazil and the UK. We used augmented reality, immersive 360 interactive environments, social network integration, 3D animation, video recognition, downloads, sound design and original photo content that can be personalised with messages from Rihanna to deliver the site. Using your webcam, a marker on the back of the Late Night bag became the key to unlock an interactive music video with Rihanna, shot by renowned director Jonas Åkerlund.
The video consisted of 2 separate experiences, one showing Rihanna's day side, and one exploring her night side with the marker unleashing the night version. In order to allow users to switch between the night and day, the Rihanna video was shot in LA twice to create two versions of the video: Day (brightly coloured, playful) and Night (darker, sexier and more mysterious) with both having to match flawlessly when played side by side. We developed the concept with Jonas Åkerlund and gave interactive creative and technical direction on both the videos to ensure that the response time and synchronisation worked out perfectly.
To give the local band experiences a strong link to their respective countries and allow interactive exploration, we filmed original content around the globe collaborating with local production companies, directors and bands, capturing the flavour of each city. These videos were shot with the Point Grey Ladybug 3 camera system which creates a spherical image. Using the 360 player we developed, it puts the user in the middle of the video, so that they direct the camera view themselves, double clicking on the mouse to zoom in and out.
