Victoria’s Secret asked our frequent collaborators, Apologue Studio, to conceive of innovative approaches to a global rollout of architectural scale media systems in national flaships in key markets, including London, UK and Vancouver, BC.
AV&C took on the technical direction, design, and engineering of large scale media systems and developed custom generative & playback software, controlled by a rules-based algorithm and content management system, to create infinite content variation on these showpiece canvases.
Our groundbreaking system replaces the impractical traditional digital signage model of hand-created playlists for each hour of each day, and the recurring cost of large format content production with a storytelling interface which automatically recombines existing media with procedural content and transitions, according to simple rule based storytelling.
