The Westfield 5D Experience

Westfield Elbow Saves Christmas

vStream were commissioned by Westfield Shopping Centre Group in the UK to create a unique Christmas 5D Experience utilising our patented personalisation technology. At the heart of the experience was ‘Elbow Saves Christmas’, a 7 minute Hollywood standard festive 3D animation. This original animation was devised, written and animated by vStream’s creative department with a view to generate footfall and promotional opportunities in the Westfield Centres over the Christmas period.

Stereoscopic 3D

Approaching stereoscopic 3D within an animated environment posed new challenges for the team. All shots were designed to maximize the sense of depth and movement, especially in scenes where characters were flying or elements were coming ‘out of the screen’. vStream’s software division’s patented personalisation technology added a 4th dimension, allowing 50 children to star in the story in real time.The integration of physical elements triggered by vStream’s software, such as wind and confetti effects, created a final 5th dimension. An original score was composed for the project and the effects were extensively timed and tested with 3D glasses in vStream’s 3D cinema.

3D cinema experience

On-site cinemas were constructed in the Westfield Centres in London, Stratford and Merryhill where customers could sign up for the experience and have their name and photograph taken on a bespoke iPad app. This process enabled vStream’s bespoke CRM software to capture data for follow on marketing campaigns which included personalised videos messages and an app featuring characters from the movie in an ‘Angry Birds’ style game.

The Result

The entire system was networked with a multi-tier client server architecture, backup, redundancy and real time analytics technology, developed by vStreams software division. Our technology is now patented in the US, and has received multiple global awards for experiential marketing and innovation. The 5D experience, ‘Elbow Saves Christmas’, generated unprecedented footfall for Westfield.

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