Experience media from Spinifex Group

I’m very proud to be working with the phenomenal Sydney-based creative communications company Spinifex Group, which is made up of authentic leaders in creating and delivering experience media.

With recent projects ranging from immersive interactive experiences to global broadcast events and epic big screen corporate communications extravaganzas, they have resolved some of the most ambitious and complex storytelling challenges of our times, with historical results. Below, I’ve organized summary notes on some of their latest projects, which as you’ll see, include numerous mesmerizing ceremonies and pavilions at the Shanghai World Expo, the Vancouver 2010 Winter Olympics Ceremonies, the Beijing 2008 Summer Olympics Ceremonies, and many others.

A true concept-to-completion creative group, Spinifex nurtures original ideas from production to delivery in an environment of innovation and uncompromising integrity, combining time-honored storytelling traditions with the tools of the digital age (mainly, ones made by Apple). Last month, they provided spectacular experience support to Electronic Arts at E3 as you can see in the video above.

Diverse, inventive, and often entrusted with stories of cultures not their own, the creative interpretations of Spinifex Group continue to be celebrated by local and international audiences alike. It will be my pleasure to hear from you regarding Spinifex Group, and to help answer any questions you may have. In the meantime, thank you very much for your interest.

Shanghai World Expo 2010 Opening Ceremony
Creative: 10-minute “Dream Cube Spectacular” — ran every night of the Expo, hourly.
Historical: Uses world’s largest outdoor LED screen.

Cisco Pavilion at Shanghai World Expo 2010
Creative: Intense dramatic film with top Chinese actors, filmed in multiple locations. Shot in Shanghai, directed by Yang Qingsheng. Design, modeling, compositing… Multi-screens, 3:1 aspect ratio.
Fascinating: Had to present the future; rendered Shanghai in 3D with data.

Shanghai Corporate Pavilion Opening Ceremony at Shanghai World Expo 2010
Creative: 10 minute 3D interpretive animation scored by orchestra.
Fascinating: Used a Macbook to solve a giant logistical problem.

Shanghai Corporate Pavilion at Shanghai World Expo 2010
Shanghai Corporate Pavilion – Theatre
Shanghai Corporate Pavilion – Dream Path
Creative: Responsible for all media on all surfaces throughout the pavilion. Digital creativity from the inside out. Wrote and developed interactive apps that provided the playful and “collaborative” elements of the pavilion.
Fascinating: Wrote and developed lots of cool interactive apps with clap detection, computer-vision based motion tracking, computer synch/control messaging system. Developed a detailed animatic to previs live-action for Theatre video production. Created a 360-degree previs screen in Spinifex offices with iMacs.
Historical: Produced 360-degree HD production, featuring first commercial use of imaging system.

Hong Kong Pavilion at Shanghai World Expo 2010
Creative: Interactive wall, images transformed upon coming into ‘contact’ with visitors.

Vancouver 2010 Olympics Ceremonies
Creative: Created the unforgettable multimedia “Whales” experience, and all other sections of the Opening Ceremonies: “Green Cathedral” content stylized to match Emily Carr; “Field of Dreams” boy flying, interactive film on stadium floor; “Peaks” 360-degree mountain screen, huge matte paintings, motion graphics moved up stadium floor, moved up mountain with epic audiovisual show at the climax of the Opening Ceremony. Produced amazing “white ceremony” artistic film to play on floor and circular ceiling screens wihle Garou performed.
Fascinating: Viewing audience had 360-degree views of experience, beginning at floor level, projection extended upwards 30 metres, featuring six vertical screens, to reach three circular screens at the ceiling of stadium. Spinifex Group created over 60 minutes of visual storytelling content.
Historical: The Opening and Closing Ceremonies of the Vancouver 2010 Winter Olympics relied more heavily on screen content than any other Olympic ceremony, and featured the first use of full video projection on a stadium floor.

Beijing 2008 Olympics Ceremonies
Creative: Working closely with Directors Zhang Yimou, Han Lixun and Yang Qingsheng, and Media Producer Yvonne Ho, Spinifex played an important role in the visual success of the ceremonies.
Fascinating: Handled all media feeds to 63 HD Moving Head Projectors, 120 meter horizontal LED Screen and Pigi projection, plus content for broadcast, Piri, projection and LED formats simultaneously. To help with design and creation of specific sections awarded, Spinifex produced a detailed animatic, and coordinated extensive amazing international technical support to version/share latest content throughout project, through a proprietary, user friendly media management system.
Historical: Spinifex was the only non-Chinese production company involved in the Ceremonies for media and content.


Spinifex for EA at E3 2010. More Spinifex media content is available here: http://vimeo.com/channels/spinifex


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