Peter Martin @ The cavalry Productions
In the '90's Peter Martin worked in TV in both London and Los Angeles, developing and Producing groundbreaking entertainment formats such as 'Wired' and 'Passengers', the global youth culture show which was the world’s first brand funded show - sponsored by Pepsi – shown in over 23 countries.
Peter became Creative Director at Ealing Film Studios in 2001. He formed the cross-platform content company Zeppotron which was sold to Endemol. Set up the film division of Done & Dusted and Produced the Victoria's Secret Fashion Show. Co-created and wrote the TV show ‘Phoo Action’ with Jamie Hewlett (creator of ‘Tank Girl’ and ‘Gorillaz’), for the BBC, winning a BAFTA for best drama in 2009.
In 2010 Peter created and Produced 'Waste Land', the feature length documentary Directed by Lucy Walker, which has won over 35 Festival awards including Sundance and Berlin and was nominated for Best Documentary at the 2011 Academy Awards.
Two years later he conceived and creatively directed the world’s first holographic duet between M.I.A. and Janelle Monae for the launch of the new Audi A3. Then joined SFX entertainment as Head of SFX Studios, where he specialized in Virtual, Experiential and Immersive content.
Recently he partnered his company VALIS studios with brand agency CR8, headed up by former CMO of SFX Chris Stephenson, to focus on the future of branded content and live experiences and direct a number of groundbreaking VR projects, including the new music video for Run The Jewels.
Audi: a3 Launch
Since Peter had already successfully produced a holographic performance with Madonna & The Gorillaz for the 2006 Grammy Awards, he wanted to elevate the experience for the Audi A3 launch. Instead of having a holographic performance in the launch city, Peter created the first ever bi-costal duet holographic performance and then streamed in across the country to all participating dealerships. Janelle Monae performed a duet version of her song in LA with a hologramic of M.I.A. simultaneously while M.I.A. performed a duet version of her song with a hologram of Janelle Monae in NYC.
The Grammy Awards 2006: Madonna Ft. Gorillaz
The 2006 Grammy Award show featured a holographic performance from Madonna and Gorillaz. Both artists appear on stage as holograms, the impressive part was Madonna's hologram weaving in between the Gorillaz's holograms, this was groundbreaking and was ahead of the technology's time. Viewers were unaware of this holographic performance until Madonna actually appeared on stage half way through her performance.