The Supersized Stream
For The Supersized Screen
Meta Quest (VR headset) came together with Xbox (Xbox) to make a VR gaming headset. They wanted to tell gamers that the screen was really really big, but that was hard to understand without wearing it. So we supersized things that gamers knew and loved in an hour long livestream. We supersized Kai Cenat’s room. And his mates’ things. And a CoD loadout drop. And a Halo fight. And some Assassin’s Creeds characters on stilts. And a Fortnite Pinãta. And a pizza. And some traffic cones (of course). And a monster truck. Well the monster truck was regular monster truck size, but that is already pretty supersized, right?
Highlights
Trailer:
The reaction was pretty supersized too. On top of Ws in the chat, it was covered by the likes of ESPN, Complex, ITV, Daily Mail, Daily Dose of Internet, Worldstar, hidden.ny and all the other meme pages. Kai and the gang said it was the GOAT sponsored stream and MrBeast gave some nice feedback too.
Livestream Director: Gibson Hazard
Trailer Production: Private Island
ECD: Tom Bender
CDs: Derek Man Lui and Tomas Coleman
Creatives: Max Cameron, Jay Daniels, Will Lancaster
And a whole heap of other amazingly talented people brought this to life.
MLB Hometown Heroes
We celebrated every Japanese player playing in Major League Baseball with custom manhole covers across Japan with the help of 12 different artists. Each cover was installed in a location of personal significance to the player: from their hometown, to the school they attended, to the field where they first learned to play.
Visitors can get to know those stories even deeper, using AR to turn the covers into short films that trace each player's journey, from their earliest days in baseball to their rise to the Major Leagues. Sharing those on social might just get you on a flight to see that player in America.
The reaction was huge, featuring on news programmes daily for the whole rollout. But my favourite genre of reaction has to be young baseball teams posing with them.
This project was a long time in the making and I left as the moulds were being casted and the storyboards were being briefed into our animation partner, Blublu. Then the dream team took it home/knocked it out the park/won the baseball match.
Creative Director: Max Pilwat
Copywriters: Max Cameron, Andrew Miller, Marina Danjo
Art Director: Shohei Kawada
Designer: Akane Yasuda
Seiya Suzuki by YU SUDA
Shota Imanaga by Lisa Kogawa
Yuki Matsui by Mayuki Oikawa
Kodai Senga by Keiji Ishida
Yu Darvish by BAKIBAKI
Shohei Othani by KOSUZU KIRIKA
Yusei Kikuchi by Moriyuu
Yoshinobu Yamamoto by JUN OSON
Lars Nootbaar by Chiaki Harada
Roki Sasaki by Masako Tomii
Tomoyuki Sugano by Mizuki Miyaoka
Manhole Production: Tomotetsu
Animation: BluBlu Studios
AR Production: Gimbal
IKEA Harajuku With Imma
Ever wondered what virtual influencers do all day?
IKEA opened their first city centre store in Tokyo, right in the heart of kawaii and streetwear culture. To show off just how happy and cute home life could be, we brought virtual influencer, Imma, to the real world for the very first time, with a physical apartment for her inside the shop window, where she lived for three days.
Those that weren’t in Harajuku could see a digital window into imma’s home via a 72-hour YouTube livestream. Yes, 72 hours.
From the longest content I’ve ever made to some bite sized, slice of virtual life teasers.
As a reward for reading this far, I’ll share my favourite UGC anyone has created for anything I’ve worked on. A cuddly toy mascot YouTuber (as if virtual model wasn’t Japanese enough) did a tour of our IKEA Harajuku takeover.
Creative Lead: Max Pilwat
Copywriters: Max Cameron, Haruto Murata
Art Director/Designer: Shohei Kawada
Nike Butterfly
Just an ad to celebrate Naomi winning the Australian Open.
In one of the matches in the tournament, a butterfly wouldn’t leave her alone. Her response was very Naomi Osaka and did the rounds on Twitter. We used it to celebrate her win and talk about the change she’s making off the court.
They put it on billboards in LA and New York too which was nice of them.
Copywriter: Max Cameron
Art Director/Designer: Kazuhi Yoshikawa
Traffic Cones Of Japan
In a nation as safety conscious as Japan, it is perhaps unsurprising that the humble traffic cone is omnipresent. Yet, many instances of its use surprised, inspired and amused me. I created a photobook of the cones that didn’t just make me stop, but made me feel.
You can read more about the project in designboom, PetaPixel and Creativeboom, or you can read less about the project in Surface Magazine. Nothing wrong with a little brevity, Surface.
It’s also had several mentions on Reddit’s Coneheads thread (I think a cone focused crypto?), did some numbers on Twitter thanks to a Thai Ceramicist with a blue tick, popped up on Tom Sachs’ Instagram, and appeared in blogs all over the world and internet.
A lot of places have sold out now, so if you want to get your hands on a copy directly, get in touch via ︎ or ︎ or maxcamerontheprofessional@gmail.com. I’ve shipped copies to 4 continents (come on South America, what are you saying?)
Japanese Stockists:
Booknerd Morioka
Hohohoza Jodijoji
Keibunsha Bookstore
Trope
Corner Books
Oven Universe
City Light Books (in store only, but you can get a nice drink when you’re in there)
Stacks (in store only)
Moire Store (in store only)
UK Stockists:
Good Press
Glitch
Burley Fisher (in store only)
The Photographer’s Gallery Bookshop (in store only)
Books Peckham
Reference Point (180 The Strand Museum Gift Shop, in store only)
Forum Books (in store only)
Book Design: Gareth Rowntree
Japanese Translation: Takuro Kobayashi