AMEX Unstaged Alicia Keys

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To launch Alicia Keys’ eponymous new album ALICIA, American Express and Momentum engaged us to develop and direct an exclusive hour-long, groundbreaking XR live concert experience as part of American Express’ prestigious UNSTAGED series.

"According to Alicia Keys, this was her most amazing performance ever" - Forbes

Showcasing the beauty and power of Alicia's performance, we crafted a visually stunning three act structure that evolved in realtime, song by song, through a series of immersive 3D environments - all animating across the LED walls and floor.

While the event was "virtual", filmed in a stage and streamed around the globe, it was key for us to deliver the authenticity and emotional impact of a real concert experience, so we opted for a multi-camera longform broadcast approach. In this way, Alicia and her band could play each act in its entirety, settling into a groove and allowing us to capture the spontaneous energy and magic of the performance in the moment, as it happened.

Behind The Scenes


American Express
Directed by
Production & VFX
Alex Topaller, Daniel Shapiro
Alexander Aab
Creative Director
Alex Mikhaylov
Creative Director (Alicia Keys)
James W Mataitis Bailey
Eli Born
Technical Director
Brandon Epperson
Live Production Designer
Andrea Huelse
Lighting Directors
Herrick Goldman, Sarah Jakubasz
Project Manager
TJ Donoghue
Production Manager
Damon Middleton
Adam Thomson, Jason Yantz
Additional Editing
Javier Devitt, Daniel Shapiro
Post Producer
Dustin Pownall
Notch Direction
Federico Gonzalez, Mathieu Felix, Javier Pinto
Disguise Programmer
Raul Herrera
On Site Notch Artist
Juan Gonzalez
3D Artists
Gerard Foix, Dan Garotte, Antonio Nieto
Post Managers
Won Cha, Vanesa Palmeri, Camila Araujo

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