As part of whisky brand Ballantine’s “Leave an Impression” campaign, Paris-based tattoo artist Karl Marc seared a QR code onto his friend Marco’s chest.

Marc says the whisky company approached him and asked if he would be interested in executing the tattoo — a QR code that unlocked an animation when scanned — via a live stream on the brand’s Facebook Page. The brand is doing similar events with other artists, from ice sculptors to graffiti artists…

“The video was made during four hours, all live, with no breaks or interruptions,” Marc says. “I had a camera strapped to my head as well as microphones and battery packs. We didn’t know if the Matrix code would actually work right up to the very end. It worked on paper, but would it work as a tattoo?”

Judging by the video above, the tat was a success.

“What makes this tattoo special is not just that it links to an animation,” Marc says. “It’s that we will be able to change the animation as time goes on. As Marco grows older and his ideas change, we can create new animations that link to the Matrix Code.”

You’re probably wondering if the tat is fake — after all, that Facebook friend tattoo turned out to be an advertising campaign, as did the Ray-Ban tattoo. But Marc says that the ink is the real deal. And it does seems likely. There’s no hidden viral agenda here: Ballantine’s hosted the live stream of the process on its brand page.

Marc says he’s been getting a lot of requests lately for QR code tats, and he told us that he will be working with a company called MIYU productions on more ink of this ilk.

Marc provided us with Marco’s design. You can scan it to check out the animation that currently graces Marco’s body. Use ScanLife to access the video.