CAPCOM - STREET FIGHTER 6 | 2023
The world we built
Following the COVID-19 pandemic, we saw a massive shake up in the way new video games were announced and debuted. Following the lead of companies like Microsoft, EA, and Bethesda…the Japanese gaming giant Capcom decided to pursue an independent launch as well.
Capcom tapped multiple agencies to highlight the next iteration of their biggest franchise - Street Fighter 6. In conjunction with Ayzenberg Group, Capcom tasked us with finding a unique way for their influencer programming to reach more people than ever before.
Our goal within the event was to remain fatihful to the “street” aspect of Street Fighter 6, while simultaneously bringing the Battle Hub to life in a real-world setting. During the process, we flipped the script and instead brought the guests into the game itself…
Concept and ideation
The biggest hurdle to overcome on this project was time. Our team was given only 3 days to ideate and pitch to client. Every idea needed to be creatively on-point, logistically feasible, and budgetarily practical.
Most of the creative revolved around tangible set pieces that would be built directly from the game environments. However, to add an element of A.I. and digital production, we tapped our 3D sorcerer friends at BlueVisnu for a novel concept collaboration.
We asked Alexx Henry, CEO of BlueVishnu, if it was possible to scan party attendees directly into a scene from the game. When I think of Street Fighter, the first thing that pops into my head is “HADOUKEN!”, and that is where I wanted to take the guests. Ultimately, this was the winning creative: 3D-Scanning each guest into the SF6 “Battle Hub” environment, while they delivered a devastating hadouken blast to their opponent.
How magic is made
With only 3 days to ideate, pitch, and win the creative, we took a “run before you walk” approach. Click the video to see how, with only 30 days of production, we built a unique, socially-shareable “omnigram” experience! The scanning rig featured 86 cameras and guest videos were ready to share within 5 minutes.
PRODUCTION & 3D DESIGN
Our dev team at BlueVishnu couldn’t wait to get started on building this together. Using a beta technology they called “omnigram”, the BlueVishnu team was certain that the desired effect would be possible. Using Street Fighter 6 as a baseline, we put this new tech to the test and the results were breathtaking.
While the fighting background environments of SF6 are iconic, they were never developed to be fully mapped in a 360* format. Our team needed to render and build out the unique “Battle Hub” arena, as well as create a 360* version of Ryu’s iconic “hadouken” energy blast.
Instead of animating each guest on a unique wireframe pathway, we opted to use a sort of “bullet-time” flyover camera in the digital environment. This technology gave us the incredible illusion of movement without the astronomical cost of building unique wireframe paths for guest scans.
The rest of the event was more familiar territory and featured live graffiti art, a step & repeat, cosplay influencers, and floor-to-ceiling LED Wall.
end result
With over 650 guests attending in-person, the Street Fighter 6 Launch Party went off like a K.O. kick to the head!
The final product was something that most people had never seen before. A fully realized “you” launching a “hadouken” energy blast at an opponent, with the legendary “K.O.” letters appearing at the end.
Every major influencer and well-known cosplayer at the event made sure to go a few rounds in the scanner - with over 1,000,000 impressions on Instagram alone!
With this experimental technology finally out into the world, it is clear as day that putting it all together was meant to happen. Our team is now experimenting how A.I. can manipulate animation within the animated omnigram. For bringing the URL to IRL - the sky is seemingly the limit!
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FINAL
Creative Design: Paladin Creative | Event Production: Ayzenberg Group x Paladin Creative | Venue: Academy LA
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