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Leo Burnett Company, Limited, 175 Bloor Street East, North Tower, Ontario M4W 3R9

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margaret.arnold@leoburnett.ca

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dom.caruso@leoburnett.ca

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Thinking

Trendy Tuesday: Holograms

Tupac Shakur's Hologram stirred up a raft of controversy at this year's Coachella Music Festival.

It's no surprise that Tupac Shakur's hologram (a.k.a. 'Holo-Pac') stirred up a raft of controversy at this year's Coachella Music Festival. Tupac's ghostly hologram, costing somewhere between $100,000 and $400,000 reports MTV News, performed his hit single, 'Hail Mary,' and '2 of Amerikaz Most Wanted' alongside Snoop Dogg and Dr. Dre. It took nearly four months to resurrect the rap superstar, and partnerships with two highly regarded production companies - AV Concepts and Digital Domain. Digital Domain is a Hollywood effects house known for its success in creating a decrepit, 85 year-old Brad Pitt in The Curious Case of Benjamin Button. With mixed reviews as a result of the haunting stunt, it's a wonder where 'Holo-Pac' will go from here, although in a video announcement Dr. Dre leaves a lot to speculation saying, 'This was not done for a tour. If a tour happens, we'll see.'

Tupac's appearance at Coachella triggered obvious questions of more deceased celebrity resurrections, and even inspired a Coachella 'Exclusively Hologram Lineup' spoof, featuring Mozart, Johnny Cash and Elliot Smith just to name a few. And not surprisingly, it also sparked creation of a colorful array of 'Holo-Pac' memes.