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Irish Agency Behind First 5D Experience

The Irish digital agency vStream has developed the world's first 5D animated Christmas Grotto experience. The 5D show, called ‘Elbow Saves Christmas', has been rolled out in both Westfield London and Westfield Stratfield.

The ‘Elbow saves Christmas' experience will run until Christmas Eve Saturday 24th of December. With up to 50 people enjoying the experience together, it is estimated that approximately 4,000 - 5,000 will visit per day and 180,000 in total this Christmas.

The seven minute animation, which was developed to Pixar film quality by vStream and represents a contract value of approximately €200,000 for the Irish digital media company. The entire experience has been conceived and produced by vStream using its patent-pending Mirror 3D Personalisation Software and in-house writers, software developers and animators. A team of five animators, four developers, a producer and a writer/director were involved in the final production, along with support staff.

Commenting on the development of the 5D Christmas animation, company co-founder Andrew Jenkinson said, "We are delighted to be creating this world first 5D grotto experience with Westfield London and Westfield Stratford City. It has been an amazing journey from concept through to animation to final delivery. Westfield will be using our patent-pending technology and we could not have a better client or project to launch it! We hope Elbow the Elf will have many more adventures in the years to come... the moon has been mentioned!"

Myf Ryan, Marketing General Manager for Westfield said: "Westfield is always looking for new and innovative events and we are delighted to have the worlds first 5D Christmas animation in both Westfield London and Westfield Stratford City."

Earlier this year, vStream was shortlisted for the 2011 Blades Awards in the digital category following its work on the Aviva Stadium 3D experience. The interactive experience, which was a world's first, gave sports fans across Ireland unique access to the Aviva Stadium and players from the Irish rugby and soccer teams in a dramatic 3D personal film. Housed in a specially built traveling simulator, vStream developed the experience for Aviva to offer users the chance to personally experience life as a member of Ireland's national rugby or football teams.

vStream is one of the leading digital media specialists in Ireland. Established in 2007 by Andrew Jenkinson and Niall O'Driscoll, the agency has grown rapidly and is now recognised as one of the most dynamic and creative multi-platform digital marketing and advertising agencies in the country. Earlier this month, vStream launched Vocal, a specialist agency for social media and mobile marketing. Led by director of strategy Nathalie Heugas, Vocal advises and builds integrated and measurable social media and mobile campaigns for brands, companies and agencies.


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