MONTREAL – Moment Factory created multimedia content for Madonna’s new world tour, which kicked off May 31. Every step in the production process was carried out in close collaboration with Madonna and her team, including show director Michel Laprise of Cirque du Soleil, set designer Mark Fisher, lighting designer Al Gurdon, production manager Jake Berry, video technical director Stefaan Desmedt and choreographers Rich + Tone.
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MONTREAL – After a widely acclaimed collaboration for the NFL’s Super Bowl XLVI Halftime Show, Madonna invited Moment Factory to create multimedia content for her new world tour, which started May 31.
The team had four months to develop concepts, create designs and produce multimedia content for 12 songs. The process required full 2D and 3D animation production as well as the coordination of multiple video shoots in India, New York and Montreal. Brought to life with striking imagery, the dynamic multimedia environment takes spectators on a journey deep into Madonna’s imagination and her famously creative performances.
Madonna is legendary for her cinematic eye and her attention to every aspect of her shows, from the dramatic arc of the entire production to the details of every costume.
“The show is a theatrical journey. It goes through so many different worlds and emotions and they are all linked together in a great way. It’s a real honor to have the chance to work so closely with Madonna. She has changed the musical landscape so profoundly, and so many times, over the course of her career,” says Sakchin Bessette, Creative Director and Co-founder of Moment Factory.
The artists at Moment Factory used the full potential of the unique video surfaces on the MDNA set, crafting visual universes that complement the choreography and intensify the story, drama, and emotion of each song.
“With Moment Factory, it’s never about ‘providing content’ – it’s about creating a piece, a story in itself. Which is very close to my philosophy of art. Projection is a medium that employs a great deal of technology and one of the many qualities I much appreciate from Moment Factory is the way they make it feel and look so organic, very warm. Their team has a way of working that is similar to that of a painter or a visual artist,” says show director Michel Laprise.
The main stage surface contains 36 cubes, all motorized and covered with LEDs, which are raised and lowered during the performance to create a constantly evolving visual environment. The results are richly varied: “Girl Gone Wild” is set in a photorealistic 3D cathedral; “I’m A Sinner” takes the audience on a kaleidoscopic train trip through India; and the grand finale, “Celebration,” is a full-throttle blast of shape, color and movement that pushes the LED cubes to their limits.
Every step in the rigorous production process was carried out in close collaboration with Madonna and her team, including show director Michel Laprise of Cirque du Soleil, set designer Mark Fisher, lighting designer Al Gurdon, production manager Jake Berry, video technical director Stefaan Desmedt and choreographers Rich + Tone.
