CLIENT: HEED GLOABL + UFC
"Sports Tomorrow" - Keynote Amazon re:Invent
SERVICES
Art Direction
Strategy & Planning
Illustration
BRIEF
In collaboration with The Windmill Factory…
Dirt Empire was commissioned to design and execute the large scale data visualization of a stream of AI insights from a mixed martial arts fight.
Windmill Factory creative directed a live display of Heed’s AI=backed analytics of streamed sensor data during a live combat event. Put on display during Werner Voegel’s keynote for AWS re:Invent 2017 it was hosted by Heed’s founder Mati Kochavi on a 140-foot 12,000 x 2000 LED wall at the MGM Grand Arena in front of 15,000 people.
Dirt Empire interpreted multiple real data streams and into a two-minute animation experience. The fighters were presented as 3D point clouds using Scatter’s RGB DepthKit and displayed as data avatars that reacted dynamically to streamed events from the fight.
FOH Stadium Capture
Data Vizualiaztion Vontent Loop
Fight and performance capture highlights
Our Team
Concept/Director/Choreography
Jon Morris
Animation and Art Direction
Nicholas Rubin & Bobo Do
Animation Studio
Dirt Empire
Producer
Ana Constantino
Animators
Bobo Do, Nicholas Rubin, Peter Panton, Eddy Katt, Elizabeth Lee and Julian Pepe
Original Music and Sound FX
Dave Hodge & Finger Music
3d DepthKit Capture
Andrew Gant
Motion Capture
Zach Shukan
Designer
Matthias Kaeding
Technical Assist
Eric Chang
Keynote Designer
Mikhail Gervits & Kari Mullholland
Fighters
Edson “JR” Barboza & Marc “Bonecrusher“ Diakiese
Announcers
Maya Tuttle & Sky & Soliel
Fight Director
Michael Duffey
Stage Manager
Vicki Shenk
Video Control
Tommy Crews
Special Thanks
Boris Kizelshteyn, the Heed team, Clementine Seely, Will O’Hare, Joe Trombino, Mathew, Leah Siegel, & Cameron Thompkins.
@2023 Dirt Empire