Elbow the Elf Saves Xmas

Irish Digital Media Company Develops World's First 5D Animated Christmas Grotto Experience

The world's first 5D Animated Christmas Grotto Experience has been developed by Irish digital media company vStream, and is currently been enjoyed by shoppers at the Westfield shopping centres in London as Elbow, a very special Santi elf, saves Christmas!'

Christmas shoppers visiting Santa's Grotto will have a very unique opportunity to partake in a Christmas story with a difference as they are immersed in a stereoscopic 3D visual experience which incorporates a fourth dimension of wind, lights and elf dust! Pushing the boundaries even further, the fifth dimension is the personalisation of the experience, with each child in the audience featuring in the film. Their pictures will be displayed throughout the story as an integral part of the narrative, as participants watch Elbow saving Santa's presents from the good-elf-turned-bad, Fumble.

A team of five animators, four developers, a producer and a writer/director were involved in the final production, along with support staff for the seven minute animation, which was developed to Pixar film quality by vStream.  The entire experience has been conceived and produced by vStream using their patent-pending Mirror 3D Personalisation Software and in-house writers, software developers and animators.

Commenting on the development of the 5D Christmas animation, which was worth a cool €200k, vStream co-founder Andrew Jenkinson said: "We are delighted to be creating this world first 5D grotto experience with Westfield London and Westfield Stratford City. It has been an amazing journey from concept through to animation to final delivery. Westfield will be using our patent-pending technology and we could not have a better client or project to launch it! We hope Elbow the Elf will have many more adventures in the years to come... the moon has been mentioned!"

Earlier this year, vStream were shortlisted for the 2011 Blades Awards in the digital category following their work on the Aviva Stadium 3D experience. The interactive experience, which was a world's first, gave sports fans across Ireland unique access to the Aviva Stadium and players from the Irish rugby and soccer teams in a dramatic 3D personal film. Housed in a specially built traveling simulator, vStream developed the experience for Aviva to offer users the chance to personally experience life as a member of Ireland's national rugby or football teams.

The ‘Elbow saves Christmas' experience will run until Christmas Eve Saturday 24th of December. With up to 50 people enjoying the experience together, it is estimated that approximately 4,000 - 5,000 will visit per day and 180,000 in total this Christmas.

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