Jason Guerrero
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Lacoste - La Machine (CREATIVE DIRECTOR VIDEO CONTENT)

LACOSTE - LA MACHINE

ROLE: Creative Director of Projected Video Content

BRAND: Lacoste

AGENCY: Grey Global Advertising

STUDIO: Tronic Studios

LA MACHINE DESIGNER: Jesse Seppi

La Machine was a multimedia installation that allowed end-users from around the world to input their name, location, personal photo, shirt color choice and preferred video scenario via the web. These elements were then composited by a real-time system and projected onto La Machine in Grand Central Terminal. Together, these elements depicted a personalized transformation of a Lacoste shirt into a cologne bottle. I was tasked with concepting all the pre-animated transformation scenarios and leading a team to bring them into realization.