Kat Von D’s Live Face Projection Mapping

A live digital makeup performance to launch Sephora’s Kat Von D Beauty. Oh, and an integrated campaign that reached over 90 million people.

Client
Sephora

Year
2015

Type
Live face projection mapping show
Integrated Campaign

Technology
Real-time face tracking
VFX and Post Production

FEATURED IN

Press_KVD

 

AWARDS

Wildbytes-Awards-One-Show-Webby-Clio-Hermes

 

WHY Sephora contacted us to design the biggest launch in the history of Sephora Spain to promote Kat Von D Beauty. We delivered a never-before-seen 3D face projection mapping show as the driving force of an integrated campaign. It payed off, with 90 million impressions so far.

WHAT The first-ever face projection mapping performance showcased at a live event. Projected visual effects and digital makeup transformed the face of celebrity tattoo artist Kat Von D before a crowded audience.

We designed a 360 campaign to activate the tattoo artist fan base in Spain, and boost awareness around Kat Von D Beauty: Influencers, unboxings, social contests and other pieces were part of the master plan. They all drove massive attention to the launch.

The event blended digital makeup, design, artistry, a string quartet, and technology in a live face mapping performance, representing Kat Von D´s process of artistic creation.

WHAT IS LIVE FACE MAPPING?

The world has seen many architectural projection mapping shows, and even some face projection mapping videos. But a real-time projection mapping over a human breathing face, seen live, before your eyes, is a completely different experience. The projector renders a 3D model of the performer on stage, and using a 5-camera head tracking system, it follows the face movements of the performer in real-time, at 240 frames per second. This creates a second layer of ever-evolving visual effects that are overlaid on top of the skin, augmenting it in real-time.

Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping
Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping
Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping
Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping
Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping
Sephora - Kat Von D - Wildbytes - Live Face Projection Mapping