So, how do you get the public to participate in a creative movement even if they're not artists?
You start with the world's most accessible art form: dance.
In collaboration with the director Saam Farahmand, Mill+ created the ABSOLUT BLANK LIVE - a digital campaign that enabled the audience to paint the ABSOLUT bottle with their dance moves.
The way it worked was simple. Someone would step inside the custom built ABSOLUT pod, dance to their favourite tune and their moves were transformed into video art.
An infrared camera tracked their movements. A bespoke C++ software removed the background in real-time and generated unique art works by reading depth, velocity and the colours they were wearing.
At the end of their dance they received an email with a link to the ABSOLUT Blank Live Facebook page, where they could see, share and Like their video. They could also find out where the Pod was going to be next and check everyone else's video portraits.
The best videos captured across all the ABSOLUT BLANK Live events were mixed into a live audio visual set by DJ Jamie XX, at a finale party in London's Shoreditch.
Joel Godfrey, Mill+'s Project Director said, "ABSOLUT is one of the world's most iconic brands, so it has been an incredible opportunity to collaborate with them and create an interactive art installation that's at the cutting edge of digital technology. It was fantastic to be able to see Londoners' unique creativity."
Click here to view the ABSOLUT BLANK Live portraits on Facebook: