Digital Domain Wins Big at CLIOs
May 3, 2013

Digital Domain Wins Big at CLIOs

Academy Award-winning digital production company Digital Domain’s work has been recognized with two 2013 CLIO Awards.

The company earned a Grand CLIO Award for "Virtual 2Pac at Coachella," the virtual performance of the late rap star Tupac Shakur, and a Silver CLIO for Nike "Biomorph," a spot that launched Nike's Flyknit technology and shoe collection. The CLIO Awards, one of the world's most recognized awards competitions for advertising, design and communications, celebrates creative excellence and honors the industry's most current, breakthrough work.

"Virtual 2Pac at Coachella" was recognized in the Content & Contact category, which honors "groundbreaking, earth-shattering and refreshingly non-traditional" works. It was chosen by an elite jury of experts from nine of the world's top advertising agencies from an initial field of more than 200 productions and a shortlist of 23. .

Dr. Dre envisioned virtual Tupac as a way to bring fans a surprise that was beyond the scope of imagination - an original performance of the late rap star. Working with Dre and Snoop Lion, Dylan Brown of The Yard Entertainment and Philip Atwell of Geronimo Productions, Digital Domain created a completely believable, computer generated likeness of Shakur that was projected onstage to create the illusion that he was performing live alongside Snoop. The impact of the performance spread worldwide, generating thousands of media stories. Following two shows at the Coachella Valley Music Festival, each playing to an estimated 90,000 fans, YouTube videos of virtual Tupac amassed 15 million views. Google search results for 'Tupac hologram' exceeded 50 million. 2Pac album sales increased 500% and downloads of his song "Hail Mary" rose 1,500%.

Nike "Biomorph" was recognized in the Film Technique/Visual Effects category. The 51-second short, which premiered at Nike's annual Innovation Summit in 2012, shows the shoe gracefully and intricately forming as an extension of a runner's bare foot. Read about how it was done at: Mothership, Digital Domain Collaborate on Nike Short