
Agency	AXIS
Creative head	Alsu Khairutdinova
Author of idea	Asif Khan
Product	4G LTE internet
Description	The Pavilion MegaFaces on the Olympic Park culminated a five-month “Create Your Own Olympic History” campaign that encouraged people to make the Olympics a very personal experience with social networks and MegaFon’s mobile internet. The ultimate 3D-avatar/selfie on the unique interactive kinetic facade of the Pavilion made everyone a monumental hero of the Games turning their Olympic moment into something truly epic. Designed to function like a huge pin screen, the facade of the pavilion is made up of over 11,000 actuators which transform the building’s flexible skin into a three-dimensional portrait. After a facial scan has been made, the image is fed through an engine and cable system to the actuators which can be extended out to a depth of up to two metres to define three-dimensional forms at monumental scale. At the tip of each actuator is a translucent sphere that contains an RGB-LED light representing one pixel, this makes it possible to render the output of the facade in color. Morphing every 50 seconds, three faces are featured at any one time, enlarged by 3,500%. Facial impressions are relayed via 3D scans made in photo booths installed within the building, as well in 30 cities across Russia. Acknowledged as the best Pavilion, it became Games iconic symbol with 96% of visitors and over 1000 news reports worth 12,000,000 USD in media value naming MegaFon the most innovative mobile brand. Enabled people from all over Russia to be part of history. Shared link to MegaFaces live feed by 140,000 3D Selfies owners generated 3,200,000 unique registered viewers and with a built-in datacapture, created a tangible business legacy. Mobile internet trial increased by 30%. Technologies of this kind have never before been used for such a large-scale project. MegaFaces is effectively the world’s first three-dimensionally actuated large-scale LED screen.
Advertiser	MegaFon
Team members	Asif Khan, project author and chief architect Alsu Khairutdinova, Project Head Manager, Client service director Polina Sophie Shevskaya, Account manager Eva Gabulova, creative producer Anastasia Orkina, Marketing Strategic Director Galina Kukina, Project manager Pavilion MegaFaces Julia Vasilieva, Head of the Olympic project

← previous next →

← back to the category