FCBX and Joseph Gordon-Levitt collaborate with Canon at CES

Gordon-Levitt
(CREDIT: Shutterstock)

Canon, in partnership with FCB and its experiential practice FCBX have teamed up with Joseph Gordon-Levitt to debut Canon’s latest hybrid work system AMLOS (Activate My Line of Sight) via a virtual, real-time writers’ room at CES, the annual trade show organized by the Consumer Technology Association which was held January 5-8 at the Las Vegas Convention Center in Winchester, Nevada.

The actor, content creator, and director, founder and owner of HITRECORD, an open online community for creative collaboration announced his latest collaboration with Wolfboy and the Everything Factory’s creators Toff Mazery, Edward Jesse, and YOU! 

Participants were invited by Canon and HITRECORD to pre-register online to join The Writers’ Room to be an active part of the creative process co-creating an original animated short film with Gordon-Levitt and his HITRECORD team, using Canon’s new AMLOS hybrid working technology.

During The Consumer Electronics Show, Gordon-Levitt and the HITRECORD team participated virtually and used the AMLOS system to brainstorm film concepts, create characters and develop storyboards, resulting in an animated short film to be produced and released in the weeks following the trade show. Watch the teaser video below:


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Kim DeNapoli, EVP, Head of FCBX was thrilled to be a part of this collaboration and told Reel Chicago, “Never have we depended more on technology to connect with our loved ones, friends and co-workers than in the last year and a half. So, it is a natural reflex for tech brands to lean into that at this year’s CES, and to bring forward innovations that help us feel closer together.”

The AMLOS software tool is being designed to use a single camera enabling multiple lines of sight, simple operation through gesture control (for in-office participants), and seamless connectivity with software such as Microsoft Teams. This hybrid working system is being designed to enable in-office presenters to guide the focus of the camera using simple hand gestures and to share digitally enhanced, high-resolution images from the room with remote collaborators who can customize their view of the meeting, focusing on the speaker, a whiteboard, a screen or a prop in the room. These tools are still currently in development and are not available for sale at this time. 

Ever since the world was impacted by the Covid-19 global pandemic, we have been inspired to find alternative methods for collaborating with others with many of us turning towards working and learning remotely. It is only logical for companies to evolve with the times and focus on upgrading and enhancing technologies and FCB, FCBX, Canon and HITRECORD teamed up to showcase the new AMLOS hybrid work system during CES.

Kazuto Ogawa, president and CEO, Canon U.S.A., Inc. was equally excited to share AMLOS at CES and shared, “2021 was a year of defining the new normal for work and personal interaction. As a company focused on innovation, we, too, had to transform our business model and integrate new technologies that befit the world of today and tomorrow on a collective level. Inspired by collaboration, we are poised to usher in new solutions that focus on helping people, cultures and the world connect and thrive now and into the future, and we are proud to showcase them at this year’s CES 2022.”

Gorden-Levitt is already very excited to collaborate and has produced films, published books, and produced music with talented artists on his already established platform HITRECORD, which he founded with his brother in 2005 and relaunched at Sundance Film Festival in 2010.

At the time, Gordon-Levitt invited audiences to collectively collaborate with him in the filmmaking process, and create, record, and remix each other’s art with the goal of creating cohesive short multimedia work that would have a special screening at the end of the Festival. The site now hosts over 80,000 members and has had works featured at 2010 SXSW and at the 2012 Sundance Film Festival.


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