AV Concepts and Hologramica Partner With Magnetic Collaborative and 2K Sports to Power the Nike Jordan Flight Lab

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First-of-its-kind interactive experience allows fans to “virtually train” with professional basketball players Russell Westbrook, Chris Paul, Blake Griffin and Carmelo Anthony.

AV Concepts

AV Concepts

The Jordan Flight Lab marks a new way for brands to use emerging technologies to bring fan engagement and product interaction to the next level. - Nick Smith, President of AV Concepts

AV Concepts, the nation’s leading holographic and immersive technology provider, in partnership with Magnetic Collaborative, Hologramica, Jordan Brand, a division of NIKE, Inc. and 2K Sports, unveiled The Jordan Flight Lab in New Orleans, LA. from Feb. 14-16. The first-of-its-kind training and simulation experience allowed fans to interact and train with life-size holographic projections of professional basketball players Russell Westbrook, Chris Paul, Blake Griffin and Carmelo Anthony, taking audience engagement and experiential technological innovation to the next level.

AV Concepts designed the holographic content in collaboration with Magnetic Creative, and executed the technological design, specified and overseen by Hologramica.

The Jordan Flight Lab offered fans the opportunity to participate in training sessions with holographic basketball stars to learn a signature move, while trying out a pair of Jordan Brand sneakers, or view the interactive training model from a general access viewing point. Once participants completed the training, they were then made into a live holographic illusion on-stage and alongside the basketball players, and received an instantly printed photo via Instagram by tagging photos #TakeFlightNOLA.

“This has been such an incredible opportunity to take an iconic experience like playing professional basketball to demonstrate performance-enhancing shoes, and converge it with the virtual world to give fans the opportunity to feel like they’re playing with the pros,” said Nick Smith, president of AV Concepts. “The Jordan Flight Lab marks a new way for brands to use emerging technologies to bring fan engagement and product interaction to the next level, and we’re incredibly grateful for all the creative and technical talent that came together to make this experience possible.”

To begin creating the holographic player content, AV Concepts teamed up with 2K Sports, utilizing their 2K14 in-game capture tool to “live direct” in-game action and athletes, which provided a full range of camera angles, player animations, slow motion captures and blue screen compositions. AV Concepts then isolated the players from their backgrounds, designed and animated the Jordan Flight Lab visuals and backgrounds, and programmed the entire interactive experience to be run via the company’s proprietary Liquid Scenicsm media server. The server played-back uncompressed image sequences through multiple streams of high definition video projection to create life-like performances.

“Creating an immersive, interactive holographic experience is unlike any other form of design, and the end result had to be convincing and fun,” said Hologramica Director Liz Berry. "We developed a completely unique construction to enable aspects like lowering the normal stage height, so participants would feel comfortable showing off their basketball skills, while being wowed by the technology.”

AV Concepts is well-known for their groundbreaking execution of Tupac Shakur as a holographic illusion at Coachella 2012. This is the company’s second holographic collaboration with Hologramica after teaming up for Rock the Bells in 2013. AV Concepts’ portfolio crosses a broad variety of industries, including sports, entertainment, corporate events and meetings. For more than 25 years, the company has delivered superior value and client satisfaction through consultative design in audiovisual, lighting, projection, creative and digital display solutions, among many more services.

For more information about AV Concepts’ total creative solutions, visit http://www.avconcepts.com.

About AV Concepts
AV Concepts converges creativity and technology by providing unique audio, video, lighting and immersive technical solutions. The recognized industry leader in the intersection of creative services and technical staging implementation, AV Concepts has been driving innovation to a new level for brands, professional meetings and corporate and entertainment events for more than 25 years. The company’s proprietary Liquid Scenicsm technology creates dynamic visual experiences with nearly limitless content creation possibilities to engage and energize audiences. With more than 100 team members supporting 300+ annual events across North America, AV Concepts delivers exceptional quality, ideas and client satisfaction. For more information, visit http://www.avconcepts.com and follow the company on Twitter and Facebook.

About Hologramica
Hologramica specializes in designing and integrating holographic technology into shows of every kind. With first-hand experience in every imaginable form of live event, and having worked in over 70 countries, Hologramica brings an unparalleled understanding of how to create and produce beautiful and successful holographic shows. Hologramica’s most recognizable work is the iconic Black Eyed Peas performance for the NRJ awards, in which two of the four band members memorably performed as holographic illusions. Award-winning director Liz Berry brings 25 years of industry experience to the relatively new field of holographic design. Her credits include the three record-breaking Robbie Williams Knebworth concerts attended by 375,000 people, and the signature lighting moves still used in the worldwide hit game show Who Wants To Be A Millionaire. For more information, visit http://www.hologramica.com.

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Annie Drury