“Altered Carbon” is set in the future. Being able to choose a new body and plant your mind inside of it is a core idea in the show. For the marketing campaign, Netflix wanted people to step into the Altered Carbon universe and experience this for themselves. To achieve this MacInnes Scott created an interactive screen where users could make a selection from a variety of human avatars that would then mirror the users facial expressions and movements in real-time. “Anyone could step in front of the screen and experience what it’d be like to live in a different body. Everyone who did that walked away with an unforgettable Altered Carbon experience that was uniquely theirs,” said MacInnes.
The experience for “Altered Carbon” uses advanced facial tracking that allows users to animate photoreal characters in real-time.
MacInnes and Scott are seeing a rapid increase in awareness of AR. Scott says, “Companies like Magic Leap have attracted billions of dollars of investment but the entertainment industry remains uncertain about the role it plays in their business. Netflix is the first studio to launch a global marketing campaign with AR at its center. They can see the future in this technology.”