New Delhi, Delhi, April 10, 2014: Gionee ELIFE E7, an android camera smartphone, made for shooting, gives you the perfect shot from every angle. Putting this theory to test, leading activation agency Vibgyor Brand Services created India’s first ever bullet time photo stations to capture instantaneous 360 degree shots. Starting off with a two day weekend activation at Great India Place Mall, Noida and MGF Metropolitan, Gurgaon; the campaign saw shoppers make a beeline for the photo station to be a part of the Gionee ELIFE E7 ‘made for shooting’ experience.
Vibgyor Brand Services has created an ingenious orange orbit fitted with 36 Gionee ELIFE E7 smart phones, each positioned to capture their subject from a new angle. Inspired by Matrix styled high-octane, high on drama shots; the bullet time photo shot worked in a fraction of a second to create a stunning array of pictures that captured the slightest of movements and the smallest of expressions. This is the first time ever a smart phone is being used for a 360 photo shoot and the ELIFE E7 has proved that it can give any professional camera a run for its money. Shoppers found themselves in whacky poses; sometimes even with their friends and family in tow, ready to be clicked from every angle. Some even used props like a hula hoop, balloons and balls to get creative with their photographs. Slow motion punch in the face, convoluted dance moves and down on the knee romantic proposals- the campaign has resulted in some really entertaining videos. Each of these pictures and videos were instantly uploaded to the brand’s Facebook page through a dedicated Gionee ELFIE E7 smartphone.
“This is India’s first ever bullet time photo station and because it was powered by Gionee ELIFE E7 smart phone, everything went off without any glitches! Working with 36 cameras and figuring out the right elliptical axis to capture perfect 360 degree shots was not easy to accomplish and we had to spend a lot of time on the testing and trial phase” explained Dhruv Kalra, Marketing Director at Vibgyor Brand Services. Explaining the photo station works, Nihar Mudgal, Creative Head at Vibgyor Brand Services said, “The rig has 36 smartphones that are activated to capture these shots through a trigger – another Gionee ELIFE E7 smartphone. Each of these is aimed at an orange spot at the center of the rig where all the action happens. Once the pictures have been shot, they can be viewed and shared on LCD screens. Though it sounds like a simple idea, a lot of work has gone in ensuring the perfect timing and angles,”
Now that they’ve cracked the code, the campaign is all set to go viral on-ground with a 13 weekend long activity planned for across India. The photo station has been attracting over 10,000 people each weekend and has seen more than 1,800 threesixty degree demos being conducted.