Pacific Communications of Costa Mesa, CA, one of the largest full-service health care marketing communications agencies in the United States, commissioned a 4′ x 6′ RabbitHoles® 3D Motion Hologram to market Allergan Inc.’s Zymaxid, an ocular anti-infective drug. The 3D billboard debuted at the American Optometry Association’s conference in Orlando, Florida and was later displayed at Allergan’s National Sales Meeting in Memphis, Tennessee. The 3D image, depicting a mountain climber having surpassed the zenith, will continue on tour at various locations to promote Zymaxid. Success of the Zymaxid RabbitHole® has led Pacific to engage RabitHoles Media in a follow-on project for Allergan’s Combigan, which will debut at the AAO Convention in Chicago, October 16-19.

During Coca-Cola’s Final Night Ceremony at the ShoWest Conference & Exhibition, RealD’s CEO Michael Lewis presented their Innovation in 3D award to Jim Cameron and Jon Landau of Lightstorm Entertainment for AVATAR. The commissioned RabbitHoles holographic awards are the first 3-dimensional imagery ever printed of AVATAR and publicly displayed, created by Weta Digital in collaboration with RabbitHoles Media. The 3D print depicts AVATAR’s Neytiri, crouched in the Pandora jungle, bow drawn, as an ethereal Sprite alights onto the tip of her arrow. As viewers interact with the print, they experience true-3D perspectives on the Sprite’s action, Neytiri’s awestruck expression, and the rich jungle environment as it reveals around her in nearly 180-degrees. Following the ceremony, attendees flowed to the front of the room to shake hands, interact with the AVATAR holograms, and capture photos and videos of the experience (keep an eye out on YouTube!).

Several thousand people were in attendance, including studio executives from 20th Century Fox, Disney/Pixar, Warner Bros, Paramount/Dreamworks, Universal, Sony, as well as independent production houses Summit, Laika, and Legendary. Other ShoWest award winners present included actors Sam Worthington (Avatar / Clash of the Titans / Terminator Salvation), Kathryn Heigel (Knocked Up / 27 Dresses / The Ugly Truth), Amanda Seyfried (MammaMia / Dear John / Letters to Juliet) and Sarah Jessica Parker, Kristin Davis, and Cynthia Nixon of Sex and The City, as well as directors Jay Roach (Meet the Parents / Austin Powers / Borat) and Todd Phillips (The Hangover / Old School / Due Date), and producer Jerry Bruckheimer (Pirates of the Caribbean / Top Gun / The Rock). The event also hosted worldwide theatre exhibitors AMC Theatres, Regal, Cinemark, and Rave Motion Pictures among many others, as well as technology and service companies like Deluxe Digital, RealD, Dolby, IMAX, and Technicolor that cater to the movie exhibition industry, and especially to the emergence of the digital 3D movie-going experience.

RealD, the world’s leading supplier of 3D projection systems in movie theatres, commissioned RabbitHoles Media to design and craft 3D branding displays for the ShoWest Conference & Exhibition in Las Vegas, NV.

The illuminated “jewel cases” feature over-sized replicas of RealD’s signature glasses with RabbitHoles 3D animated holograms acting as their lenses that contain an interactive experience with the techno-dog from RealD’s in-theatre promo trailer.

ShoWest, the world’s largest exhibitor conference, is being held at the Paris & Bally Hotels from March 15 — 18. The RealD 3D displays are lit up in both RealD’s domestic and international sales suites and in ShoWest’s “Hall of Posters”, where upcoming movie attractions are promoted leading into the conference registration and presentation area.

An estimated 30,000 computer graphics and interactive technology professionals from six continents are expected to attend SIGGRAPH 2008, the world’s premiere entertainment technology conference. Like SIGGRAPH, high-profile brand-builders, tastemakers, and image-makers are choosing RabbitHoles because they are exponentially more effective than traditional print at awing and entertaining audiences.

“RabbitHoles defy explanation, demand experience, and are quite simply the coolest way to experience 3D art. It’s as if the artist pulls you into his animated, multi-dimensional universe and lets you see the art just the way he intended, with detail, nuance and animation. Couldn’t be cooler.” — Jill Smolin, Entertainment & Computer Animation Festival Director for SIGGRAPH

Meats Meier’s “Animation Mother” will also be available as a RabbitHoles limited edition through Gnomon Gallery, in Hollywood, and is visible on the gallery website at www.gnomongallery.com. Read more about the “RabbitHoles” Grand Opening show for Gnomon Gallery above.

http://features.cgsociety.org/siggraph2008/index.php#s4583