The Client
Based in Glasgow and Los Angeles, DI4D is a world leader in 4D facial tracking technology, providing the world’s biggest studios in the video game and film industry precise facial performance data used to drive the movement of CG digital doubles and humans.
Its technology has driven digital humans in Blade Runner 2049, Love, Death and Robots, and Call of Duty: Modern Warfare to name just a few.
The Brief
Previously, DI4D offered two facial tracking technologies: the DI4D Pro system used for the capture of seated facial performance, and the HMC, a head-mounted camera used to capture facial movements while an actor is in motion. But DI4D saw an opportunity to create a hybrid solution that combines data from the DI4D HMC system with even higher fidelity expression data from DI4D PRO, tapping into advanced machine learning technology to achieve this efficiently and in volume.
The result was PURE4D – Grammatik was tasked with the creation and implementation of the product’s PR and marketing launch plan.
The Plan
First things first – the brains at DI4D and Grammatik came together to decide upon an appropriate name for the new hybrid solution. PURE4D was chosen, encapsulating both the technology and accuracy of the data succinctly. Next, we put pen to paper, writing engaging product copy for PURE4D’s landing page – it was important that the key language and branding were ready ahead of the PR & Marketing launch.
DI4D generated a CG demo with DigiColin – the CEO’s digital doubles – to show off the pipeline’s capabilities right off the bat. We transformed our product copy into a gripping script for the promotion. Additionally, we put together a comprehensive press release and press target list.
The Launch
We contacted the team at FX Guide months in advance, offering an early feature of PURE4D and a guest interview with Colin. We timed its publication a day before the initial launch, priming the public and press for the release, and prepared social copy for all platforms. We then pushed go on all websites and social comms and fired out our press outreach. We had also submitted and landed a thought-leadership article on next-gen consoles to Games Industry Biz, reinforcing DI4D’s expertise in the space.
With assets, marketing material and a press list ready, the launch of the product was a PR success, landing in over 11 publications. This included 80 Lv, CG Society, AWN, and AnimationXpress, among others.
The Results
The press release was a success, landing in 11 industry publications, achieving a combined MUV of 8.6m.
An extensive product breakdown in FX Guide, and a thought leadership article titled ‘Why next-gen consoles need next-gen faces’ in Games Industry Biz.
A huge surge in traffic to the DI4D website, proving the effectiveness of the outreach.
A diverse portfolio of marketing material ready to be used across social and combined into a business pitching deck for potential clients.
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