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Chris Valencius, art director
Toria Emery, associate creative director
Keith Anderson/Jeff Goodby, Obscura Digital/Will McGinness, The Barbarian Group/Randy Stowell (visual effects)/Travis Threlkel, creative directors
Brit Charlebois/Susan Fisher, The Barbarian Group, producers

"The installation focused on Saturn's affordable Green Line hybrid vehicles, designed to democratize hybrid technology. Goodby, Silverstein & Partners, Obscura Digital and The Barbarian Group teamed up to create an inclusive and inviting display comprised of a 45-foot-wide, high-resolution reactive and interactive wall of animated, stylized grass anchoring the 4,000-square-foot space,” said Toria Emery, associate creative director at Goodby, Silverstein & Partners. “Via a kiosk, visitors were asked, ‘What if everyone drove a hybrid?’ and with each answer, a blade of grass grew on the screen, creating a user-generated, product-relevant art display. To highlight specific features and hybrid components, super high-definition CAD-based animations were mapped and projected onto the cars, creating the effect of seeing into the car with X-ray vision. Finally, a motion-sensitive hologram of a life-sized man was on hand to explain the hybrid technology in greater detail using floating graphics."

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