Mindride designed the live experience, the production, and the technology for the Love Has No Labels campaign for The Ad Council and R/GA. Filmed on location in Santa Monica, we designed a stage with a large video wall facing the audience. One at a time, we placed various couples who were chosen for their diversity in age, race, and sexual orientation, inside the box, obscured from the viewing public.
Outfitted with Xsens cinertial motion capture suits, we streamed the couples' motions in realtime to a 3D computer graphics program which animated X-ray skeleton models with their movements. Additional puppeteering and position calibration was performed using software custom-built by our team. What resulted were the live images of two skeletons embracing, kissing, playing patty cake, laughing at each others' jokes, and dancing, stripped of the identifiers that engage our inherent biases.
The campaign was a tremendous success, being viewed over 100 million times on Facebook and YouTube. It generated further write-ups by The Creators Project, Buzzfeed, Mother Nature Network, and Cycling '74, and even a Funny or Die parody. Our innovative use of realtime motion capture combined with gestural puppeteering continues to influence our subsequent projects.