Emeli Sande X Factor

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1. Brief

Drive created bespoke content exclusively for Labrinth’s performance of his latest single ’Beneath Your Beautiful’ featuring Q Award winner Emeli Sande for clients Sony Music.

2. Experience

The three minute show created in Drive’s 4D animation studio was projected onto 28 custom screens installed onto the X Factor stage, bringing the performance to life. The resulting holographic multi-dimensional effect has never been seen before on this world-renowned stage. Drive developed the creative design of the content and set build of this stunning 4DTV experience which took both the television and live audience into a world of powerful visual graphics, perfectly synchronised with the music.

3. Outcome

The single ‘Beneath Your Beautiful’ rocketed straight to the Number 1 spot in the official iTunes download chart in under 24 hours after the performance. A global audience of over 9 million viewers. Over 10,000 plays in 12 hours on unofficial YouTube channels. X Factor host Dermot O’Leary referred to Drive’s “beautiful electric drapes” live on ITV

Project Details

Client: Sony Music

Date: October 22, 2012

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