The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Dance*Cam app created by AKQA to promote Dance Central 2


By The Drum Team | Editorial

March 23, 2012 | 1 min read

A Dance*Cam app, created by AKQA, celebrates the arrival of Dance Central 2 on Kinect for Xbox 360 by allowing users to record themselves dancing and ‘dancify’ their moves to create a video remix which can be shared on Facebook.

Dance*Cam lets users record themselves showing off their dance moves to select previews of some of the world’s biggest dance hits from the Dance Central 2 soundtrack, before the video is processed to turn it into a music video.

Using the Windows Azure platform, AKQA built a server-side version of After Effects to automate and speed the process of rendering video effects.

Pierre Lipton, executive creative director at AKQA, said: “Dance Central 2 makes you feel like a star, no matter how good you actually are at dancing thanks to the magic of Kinect and Xbox 360. Dance*Cam celebrates this by taking it one step further—it makes you look like one, cutting together a fun and polished music video on the fly.”

Content created with:


Industry insights

View all
Add your own content +