MEC and Holition to reveal the creative DNA of Cannes Lions 2016

MUMBAI: MEC unveiled its installation at Cannes Lions Innovation -- the visual art piece, which unlocks the data behind game-changing creativity, has been created and built in partnership with digital creative studio Holition.

The installation, The DNA of Creativity, is presented in a mirror lined chamber that projects an LED video wall display into a seemingly endless space. This dazzling digital artwork uses an entirely bespoke hardware and software solution to generate a user’s individual creative profile in real-time, by drawing on the rich and varied archive of Cannes winners. The DNA of Creativity is thus both a tribute to the creative history of Cannes Lions and a glimpse into each individual’s creative future.

The DNA of Creativity represents MEC's capability to take vast amounts of data, uncover real-time insights and turn them into intuitive, forward thinking visualizations.

MEC Global chief Analytics and Insight officer Stephan Bruneau said, “In today’s always on environment, data is everywhere. But without careful curation and interpretation it is useless. At MEC we aim to make data accessible and meaningful by taking it out of the computer and turning it into more intuitive and interactive visual representations. We have partnered with Holition to create something truly special for Cannes, using technology and data to determine and visualise creativity."

Holition CEO Jonathan Chippindale said,"With MEC we were inspired by the vast Cannes archive and the structure of the DNA double helix. This naturally led us to see how we could craft an algorithm to simplify the data into an immersive visualisation which could define a person’s creative DNA.”

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