Ford's 'La Linea'

Earlier this year, car giant, Ford brought 'La Linea', a line drawn character that many may remember from the original cartoons within past advertising efforts. Today, Ford, Team Detroit, and +rehabstudios have created an unparalleled social experience —never been done before, live crowdsourced video animation allowing people around the country to interact through custom video with the beloved La Linea character.

Wild postings will be popping up in 10 major Ford C-Max markets—from LA to Boston, DC, Seattle, San Francisco, West Palm Beach, and more that feature one of 68 individual frames. These are accompanied by a backdrop that guides how the body should be positioned within the photo.  Passerby's then line up their body, take a photo with Instagram, hashtag C-MAX live (or using barcode), and the photos are immediately scaled, framed, cropped and stitched into a live crowdsourced animation.  The videos are immediately available on: www.cmaxlive.com.

This is a live crowd-sourced animation of a scale never-done-before by Ford, or any other brand.
An ever-morphing social campaign, the animation is constantly changing so you will never see the same 68 photographs Custom animation is designed to include who you're following on Instagram, so when a friend in another city joins in, they will automatically be added to your animation. 

The user experience is seamless: +rehabstudios built a first-of-its-kind custom software to include a barcode on every piece of OOH with image recognition that automatically inserts hashtags, and immediately scales, crops and stabilizes the image to the one connected to the photograph.
The concept was developed by Team Detroit, +rehabstudio developed all backend and object recognition software & barcodes, and Shilo Studios handled frame rates and animation details.

To view the animation, please visit: http://social.ford.com/cmaxlive/animation