Interview with Thierry Coup on turning Kiss into digital avatars

For themed attraction fans, designer Thierry Coup has long been synonymous with groundbreaking rides like The Amazing Adventures of Spider-Man and Harry Potter and the Forbidden Journey. Since his retirement from Universal, Coup has broken out beyond the theme parks and banded together with the legendary rock group KISS to virtually immortalize one of the biggest brands in rock and roll history.

Together with Johanna “Jojo” Atilano, his partner in JOCOUP Creative, Coup is teaming up with the Swedish entertainment company Pophouse Entertainment Group, and Lucasfilm’s Industrial Light and Magic (ILM) to transform the members of legendary rock group Kiss into stylized digital avatars, which were debuted during the band’s last-ever live performance in Madison Square Garden on Dec. 2, 2023. We were recently able to ask Coup and Atilano some questions about their partnership and this new project, which is the first of its kind for an American band.

How did the two of you first meet, and what were some of the projects you worked on together that helped you decide to become partners?

Johanna “Jojo” and I had bumped into each other in the theme park world now and then, but it wasn’t until we teamed up for an innovative project at Universal Creative for Epic Universe that things really clicked. Working together, we just gelled – it was like magic. Our combined efforts resulted in something extraordinary, making it clear that we made a great team, it was a defining moment in our professional relationship. That project was a real game-changer for us.

We discovered we’re on the same wavelength about where immersive entertainment should be heading, and we both have a love for music. It just made sense to join forces and start our own company. It’s been an amazing journey turning our shared dreams into reality.

Tell me what motivated your decision to leave Universal Creative and found your own company.

It’s been a fantastic ride with Universal for 25 amazing years! I was fortunate to be involved in many groundbreaking attractions, and deciding to retire last March was a big deal for me, especially since I was at a high point in my career. But it was time for a change. I have a partner, friends and family who need me more these days, and I wanted to be there for them. Plus, there’s this little entrepreneurial bug in me that just wouldn’t keep quiet.

So, we started JOCOUP Creative. It’s been great to balance time with my family and still getting to innovate in the entertainment world. It’s not just a new chapter; it’s a whole new adventure where I get to use all my experience in fresh, exciting ways.

Were you both fans of, and/or familiar with Kiss before beginning work on this project?

Before diving into this project, Johanna and I were familiar with Kiss’ music, but we weren’t exactly super fans. That all changed when Pophouse Entertainment got us on board for a collaboration. We thought, why not dive deep into the Kiss world as soon as possible? So, off we went to their concert in Columbus, Ohio. And let me tell you, it was mind-blowing! The energy, their stage presence, the whole show – it completely changed our view. We walked out of that concert as mega fans and totally inspired. Seeing Kiss live really made us appreciate their incredible artistry. It’s one thing to hear a Kiss’ music, but experiencing it live? That’s a whole different level. It’s been a huge inspiration for our project.

When and how did you first begin working on this project? Did they approach you, or vice versa, and what was the initial spark behind your collaboration?

Earlier this year, the stars aligned when Pophouse Entertainment introduced us to Kiss. They thought we’d hit it off creatively, and they were right! But what really lit the fire? Seeing the ABBA Voyage show in London. ABBA Voyage is the first immersive avatar-powered digital concert that Pophouse Entertainment was involved in as founding investors. It was so groundbreaking that it got us inspired to create something just as innovative but with Kiss. From day one, Pophouse was all in, and our shared excitement for creating something unique and immersive just skyrocketed. Teaming up with Kiss has been nothing short of awesome. Mixing their electrifying energy with our own creative touch has been so much fun. That first introduction by Pophouse Entertainment really set things in motion, and the inspiration we got from ABBA Voyage? Simply fantastic. Overall, it’s been one exhilarating journey! We can’t wait to show you what we’ve been working on. It’s going to be epic!

What are some elements that your art and Kiss‘ have in common that made you want to collaborate? Did you find a common artistic language with Kiss, despite coming from such different worlds?

Linking up with Pophouse and Kiss was like finding a perfect puzzle piece for us. We both love creating immersive experiences that totally envelop audiences. We are both massive music fans. Just like Kiss rocks their concerts with more than just music, we love crafting amazing experiences and stories. Kiss’ epic style and our love for eye-catching theatrics is a match made in heaven. We both love to go big and bold, and that’s where our worlds really clicked. Mixing Kiss’ music and performance style with our passion for bringing stories to life? It sparked creative fireworks. It’s been a blast finding this common ground and creating something special together.

Can you tell me more about the format that this experience will take? Is it a touring show? Will it be presented in a theatrical venue?

More details will be announced and confirmed in the near future! We’re hard at work on the creative side, and we’ll share more the moment we can. The selection of the venue, a critical element in curating the experience, is under thorough review. Pophouse is currently in strategic conversations around the globe, but nothing is quite confirmed yet.

Note: Shortly after we went to press, the official KISS Twitter account confirmed that the avatars would appear in a “show” that will debut in 2027.

How did the technical and creative process of motion capture for Kiss compare to your experiences capturing footage for Universal attractions like Gringotts or Fast & Furious?

The motion capture work with Kiss and our partners at Industrial Light & Magic (ILM) was a whole different ballgame compared to what I did at Universal. At Universal, it was all about weaving the motion capture into the stories we were telling – really getting the essence of those amazing, story-driven attractions. But with Kiss, it was like capturing lightning in a bottle. It wasn’t so much about the precision of a storyline, but more about getting that raw, electric vibe they bring to every performance. It was all about grabbing that Kiss magic and bringing it to life. Partnering up with ILM for this project has been an amazing experience. With their advanced performance-capture technology, we were able to capture Kiss’ facial expressions and wild stage moves, which is part of the secret sauce to these digital avatars we’re developing. ILM’s blend of creative skills and machine learning technology means we’re not just keeping the Kiss vibe alive – we’re letting it rock out eternally.

What are some of the other technical elements you plan to leverage for this experience? Since Kiss has a reputation for visceral stage performances, can we expect any immersive 3D/4D effects like pyro, water, haptics, etc?

Kiss is all about that visceral, over-the-top experiences, and we’re aiming to match that energy. We’re exploring some wild technology beyond the typical immersive bag of tricks to make it a sensory feast. In working creatively with the members of Kiss, our efforts have been deeply synergistic, with a focus on capturing their musical artistry and dynamic stage presence. The band’s insight and feedback are the compass guiding our journey – who better understands their legacy than the rock legends themselves? We’re committed to honoring their history and ensuring that every decision is respectful and authentic. Their opinions aren’t just valued; they’re essential Our goal with the avatar concert project is far from mere replication – it is a homage to their legacy and their fans. This is about bringing a piece of Kiss’ soul into a digital realm, making sure that the final experience is something that the band can be proud of and that the fans will go crazy for. But how exactly we’re weaving all these elements together? That’s the secret sauce we have to keep under wraps for now. Expect the unexpected – because we’re aiming to blow your mind, Kiss-style!

Can you say any more about how AI technology will make this experience interactive?

We wish we could dive into the details about the AI tech we’re using, but our lips are sealed for now. Imagine an experience that’s not just watching a show, but being a part of it. We’re playing around with AI in ways that’ll bring a whole new level of engagement and repeatability. It’s all about creating moments that are personalized, dynamic, and mind-blowing.

How does this project fits into your overall career arc, and do you anticipate doing more immersive experiences outside of traditional theme parks in the future?

Diving into the Kiss project has been an absolute thrill – definitely a standout moment in our journey. It feels like we’ve ventured into an exhilarating new playground, one that’s a little different from the usual theme park scene. This project has slotted perfectly into our career puzzle. It’s a fantastic mix of our passion for immersive storytelling and a cool new musical angle. We’re loving every moment of this fresh and exciting adventure! There’s a whole world of possibilities out there waiting to be explored and this project with Kiss is just the start. Teaming up with Pophouse, we’re geared up for even more adventures in the realm of immersive entertainment. Stay tuned because we’re just getting warmed up!