June 26, 2012

Article

Hologram Tupac Is Now an Award-Winner

Christopher Polk
Christopher Polk

Digital Domain, the company responsible for the now infamous hologram of late rapper Tupac at Coachella 2012, made a big announcement on Monday: the company received the Titanium Award at the 59th annual Cannes Lions International Festival of Creativity for the lifelike digital representation of the "California Love" artist. According to the L.A. Times, the award recognizes "the most groundbreaking work in the creative communications field."

Ed Ulbrich, chief creative officer of Digital Domain, said, "We knew that the world had never seen anything like this and that the response was going to be huge." No kidding—the YouTube video of Pac performing with Snoop Dogg and Dr. Dre has more than 10 million views to date. Because of its success, Digital Domain is also prepping an Elvis hologram. Holograms for everyone! Thanks, Digital Domain!

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