Moment Factory is a media arts and entertainment studio based in Montreal, specializing in the conception and production of multimedia environments. They combine video, lighting, architecture, sound, and special effects to create one-of-a-kind experiences that bring people together and invite them to interact with their productions.
We spoke to producer Johanna Marsal about a selection of the live music tours they've designed and produced, which includes work for Jay-Z, A-Trak, Arcade Fire, M.I.A., DJ Tiësto, Usher, Madonna, and Nine Inch Nails. They're transforming the future of interactivity by creating original content, innovating from within their team, and raising the standard of what live shows can be. See what we mean by clicking through these 10 Incredible Moment Factory Productions.
Madonna Super Bowl 2012
Madonna At The Superbowl Halftime Show
Date: February 5, 2012
Location: Lucas Oil Stadium, Indianapolis, Indiana
"For the Superbowl Halftime Show, we had to work closely with the people doing the television cameras, because we not only had to appeal to the 70,000 people in the audience, but also the millions of people watching at home. We made optical illusions, so people would wonder if the ground was moving or if the numbers were flipping.
When we found ourselves creating a show that we knew would go down in history, it was really exciting. We had an amazing, giant LED stage that we worked on with service producers and set designers. The challenge of the Super Bowl is that it’s on at halftime, and it's the most watched football event. How do you attract that audience? We had 7 minutes to assemble it and 400 volunteers hired by producers. We then had another 7 minutes to dismantle everything. For the 4 songs, we had to mix it up, especially with a client like Madonna who is very involved. The artist might not necessarily like the production, but luckily with Madonna it all worked out."