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Drawing back the curtain on Madonna’s Super Bowl halftime show, which was largerly the work of multimedia studio Moment Factory.

Launched in 2001, the Montreal-based company has developed, designed, and produced hundreds of new media installations around the world, fusing video, lighting, architecture, and sound effects in an effort to leave lasting impressions. Last year, the company was approached by Cirque Du Soleil to help create Madonna’s forthcoming Super Bowl performance. It was not the first time the two groups had worked together, having collaborated on the Microsoft Kinect launch at the 2010 E3 expo in Los Angeles.

Drawing back the curtain on Madonna’s Super Bowl halftime show, which was largerly the work of multimedia studio Moment Factory.

Launched in 2001, the Montreal-based company has developed, designed, and produced hundreds of new media installations around the world, fusing video, lighting, architecture, and sound effects in an effort to leave lasting impressions. Last year, the company was approached by Cirque Du Soleil to help create Madonna’s forthcoming Super Bowl performance. It was not the first time the two groups had worked together, having collaborated on the Microsoft Kinect launch at the 2010 E3 expo in Los Angeles.