In a collaboration with the United Nations and Beyonce, Collab combined technology and design to create a live performance/viral video for World Humanitarian Day (WHD) 2012.

The central concept was to transform the iconic General Assembly of the UN into a living canvas, and connect it with every country on earth that is affected by the initiatives that stem from that very room. The process involved constructing the largest indoor concave projection screen ever built, engineering 10,000 pounds of steel to truss the screen over the world’s leaders, and projection-map the UN General Assembly Hall. The screen served as an animated backdrop for a live performance of Beyonce’s “I Was Here,” the adopted anthem of WHD. A music video shot during the show helped the WHD campaign reach over 2 billion people globally through the combined social reach of celebrities like Michelle Obama, Oprah, Jay-Z, Lady Gaga, Justin Bieber, and more.



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