"Fantastic!" Werner Vogels, Amazon

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What happens when premiere entertainment companies partner with the latest in sports technology in Las Vegas? Amazon invited Mati Kochavi, founder of the sports tech startup HEED to headline the Amazon Web Services Conference in Vegas. They were offered an 11 minutes keynote in front of some of brightest minds in the world and wanted to make something incredible. They partnered with us to create a 2 minute spectacle which would showcase how they're incorporating their cutting edge technology with the UFC.With a 140' x 20' HD screen, a massive stage, and 15,000 people as our audience we partnered with big pixel master’s Dirt Empire to create a data visualization overload and massive video-game-like digital avatars synced to a "real" UFC fight. How strong was that punch? Is my fighter losing energy or gaining momentum? What's my fighter's strongest round house kick historically? HEED has the answers. We make them exciting.

Las Vegas, NV

Creative Direction by Jon Morris
Produced by Ana Constantino
Animation and Art Direction by Bobo Do and Nicholas Rubin
Animation Studio Dirt Empire

Starring Fighters Edson "JR" Barboza and Marc "Bonecrusher" Diakiese
Announcers Maya Tuttle and Sky Soliel
Original Music and Sound FX by Dave Hodge and Finger Music
3d DepthKit Capture by Andrew Gant
Motion Capture by Zach Shukan
Design by Matthias Kaeding
Animators Bobo Do, Nicholas Rubin, Peter Panton, Eddy Moya, Arturo Echeverria, Elizabeth Lee and Julian Pepe
Fight Director: Michael Duffey
Stage Manager: Vicki Shenk
Video Control: Tommy Crews
Keynote Design by Mikhail Gervits
Keynote Writing Consultant Kari Mullholland
Technical Assistance by Eric Chang
Boris Kizelshteyn, the Heed team, Clementine Seely, Will O'Hare, Joe Trombino, Mathew Soltesz, Leah Siegel, Ewa Miller, & Cameron Thompkins.