Flight School once again teamed up with American rock band Umphrey’s McGee to promote their 2018 triple-header at Red Rocks Amphitheatre with a collectible “Augmented Reality” concert poster.
Flight School’s Creative Director, Pete Herzog, led the concept that combined typewriter photography from Umphrey’s McGee’s new LP, it’s not us / it’s you, and an Umphrey’s song titled “Roctopus.”
“I thought it would be fun to create a hybrid octopus creature based on my love of Ray Harryhausen’s stop-motion classic movies, and the vintage typewriter used in the band’s latest double album release,” says Herzog. “I’ve been chasing the rarely played Roctopus song, and was passionate to contrive an AR monster for their upcoming Red Rocks performance.” And thus, “Red Rocktopus” is released! Umphrey’s is offering a chance to win their new deluxe edition of “it’s not us” for most clever integration of the AR creature inside the venue during the 3-night run. Fans will post their images and videos with #RedRocktopus to enter.
Posters will be available at the band’s three Red Rocks shows July 5th, 6th and 7th. The app is available on iOS and Google Play. Flight School’s lead developer, Paul Medcalf, updated and republished last years app. “It’s exciting to revisit an existing app and add new interactive functions that enhance the user experience.” says Medcalf. The CGI Red Rocktopus asset and animation was created in Maya by Will Goudreau, and the detailed eyeball effect was built and animated in After Effects by motion designer Ryan Hartsell. The poster was illustrated using Photoshop, with Herzog replacing the octopus suction cups with typewriter keys that spell out song titles from the band’s extensive catalog. The artwork was printed by the masterful Baker Prints in Chicago, who were able to replicate the complicated and stylized pixel patterns using 7 screens on 18×24 Cougar #100 cover stock, with an edition of 900.
Umphrey’s McGee Manager Kevin Browning is constantly seeking innovative ways engage the fanbase and promote the band. “Ultimately we’re just trying to create experiences and content that we think are awesome. If we maintain a high bar when it comes to entertaining ourselves the rest tends to sort itself out. An interactive AR poster that lets fans unleash the Rocktopus and integrate it into their pictures over the weekend (and beyond) fits that bill. We created a monster, now let’s see what the fans do with it!”
©2018 Flight School, A Reel FX Creative Studio
Executive Producer, Creative Director, Illustrator: Pete Herzog
Animator, Editor, Motion Designer: Ryan Hartsell
Lead App Developer: Paul Medcalf
Interactive Developer: Alessandro Kitchener
CG Artist, Animator: William Goudreau
Technical Director: Joe Kiser
Printing by Baker Prints, Chicago, IL
Music by Umphrey’s McGee
Umphrey’s McGee Executive Producer: Kevin Browning
About Umphrey’s McGee:
Umphrey’s McGee is celebrating its 20-year anniversary in 2018, and instead of retreading the catalog, they turn up with TWO new albums, released just months apart. it’s not us and the surprise companion album, it’s you [Nothing Too Fancy Music] are available now, following a prolific writing period and studio session resulting in 21 finished songs. With a career spanning 2,200 live shows, 12 studio albums, and a diehard legion of followers from around the globe, Umphrey’s McGee continues to build a fan base that defies categorization. The band has devoted its craft to creating a community centered around meticulous attention to fan experience. At the cutting-edge of both music and technology, their live show offers immersive tech-fueled innovations, super-serving their massive following. Comprised of six critically acclaimed musicians – Brendan Bayliss [Guitar, vocals], Jake Cinninger [Guitar, vocals], Joel Cummins [Keyboard, piano, vocals], Andy Farag [Percussion], Kris Myers [Drums, vocals] and Ryan Stasik [Bass] – the group blends together multiple genres