This Fall, our client Lytro tasked the Manifold crew to come up with an interesting campaign that would showcase the revolutionary “light field” technology of the camera while providing users with a one-of-a-kind brand experience.
We thought about holiday nostalgia and memories of watching the Rankin-Bass stop-motion Rudolph the Red Nose Reindeer Christmas special that so many know and love. The jerky stop motion and textured nostalgia these holiday classics provide have been synonymous with holidays for 50 years. It was in exploring the nooks and crannies of this sense of nostalgia The Lytro-izer was born.
From December 4th-6th we encouraged people to tweet their funny, dramatic, or just plain weird photos for the chance to be recreated in clay by our partners and former MTV Celebrity Deathmatch animators, Screen Novelties Studios. We sifted through all the great submissions – from cats in holiday garb to thong-bearing men painted in silver – while The Lytro-izer purred away, turning people’s photos into Lytro-ized living pictures. You just have to see it to believe – a million blog posts couldn’t do it justice. Needless to say, this camera is seriously cool and once in your hand will forever change not only your perception of photography, but your overall approach to framing up photographic scenes.
Some serious client bonding took place during those three days at the Echo Park studios in LA. Some submitters had us in tears of laughter, while others had us researching the latest memes and internet trends to add that unexpected “Lytro-ized” touch to certain pictures. We found the pictures that got the best response were the ones we were able to take personal details, uncovered by our quick research of each submitter, and add them in as a surprise addition to their final, Lytro-ized holiday card.
So, until The Lytro-izer wakes again – we leave you with a behind the scenes look at the clay, sweat and (happy) tears that went in to creating those lucky 35 Lytro-ized holiday cards.