The GlamBOT Guy: How Cole Walliser Turned a Robot Arm into a Red Carpet Sensation
The Academy Awards, a spectacle of cinematic achievement and high fashion, often spawns its own stars beyond the nominees and presenters. This year, the brightest light might not be on a human face, but rather on a robotic arm – the GlamBOT. This high-speed camera, coupled with its mechanical appendage, has become a viral phenomenon, largely thanks to E! red carpet coverage. In a matter of fleeting seconds, it captures slow-motion videos of A-listers striking poses, ranging from dazzling to daring, which are then meticulously analyzed and shared across social media platforms.
The entire operation is orchestrated by Cole Walliser, the affable and engaging producer who guides celebrities through these rapid-fire shoots. He likens the experience to a souped-up photo booth, but emphasizes the complexity lurking beneath the surface. “From the public’s perspective, it sort of operates like a photo booth,” Walliser explains. “But it’s really more like a commercial shoot: You have a full post-production studio, there’s camera guys and lighting guys – it’s like 13 people. And the robot itself is giant. We probably couldn’t even fit it in here.” The sheer scale of the operation is a testament to the GlamBOT’s impact and the value placed on capturing these iconic moments.
Walliser, a youthful 43, shares the story of how he became synonymous with the GlamBOT and what ingredients are necessary for a truly captivating video. His journey began in Vancouver, where he developed a passion for directing through skateboarding videos. With a background in hip-hop and break dancing, he transitioned into the music industry, securing smaller filming projects. His breakthrough came in 2008 when he directed a dance battle video featuring Miley Cyrus. “It gave me confidence as a director because I felt I’d made something that people were aware of,” Walliser reflects.
The success of the Miley Cyrus video propelled Walliser’s career forward. Over the next two years, he created tour videos for Pink and Katy Perry, providing him with invaluable access to the inner workings of the music industry. He observed firsthand how major stars navigate their relationships with the media. He learned that the approach is often as important as the request itself. "Sometimes, it’s literally just how you ask," Walliser notes. "I learned there’s a certain way to request or present things to someone at that level," a lesson that has profoundly shaped his interactions with talent on the red carpet.
Walliser prioritizes creating a "warm and disarming" environment for every celebrity he works with. "Yes, I’m there to direct them and make sure they do a cool move. But they’ve all done photo shoots before and understand what positions they look best in, so I really try to not prescribe a pose. As long as I can make them feel relaxed and comfortable, that’ll give me the best result." He understands that these individuals are seasoned professionals, and his role is to facilitate their natural talents and charisma.
The GlamBOT entered Walliser’s life in 2016, when he was approached to operate it for E!’s Emmy Awards red carpet coverage. Prior to that, the high-definition camera and robotic arm were primarily used for shooting fast-food commercials. Producer Eddie Delbridge saw the potential for capturing beauty and movement in a unique way. One of Walliser’s early GlamBOT successes was with the cast of "Stranger Things," which quickly gained viral attention. “I started to realize, ‘Oh, this might really be a thing,’ ” he says.
Beyond the meticulously crafted 10- to 20-second GlamBOT videos, Walliser also produces behind-the-scenes clips showcasing his interactions with the stars. These snippets offer a glimpse into the human side of A-listers, often hidden behind layers of carefully constructed public personas. We see Ariana Grande experimenting with poses and taking selfies, and Sebastian Stan reluctantly participating at the request of his publicist. Many celebrities, including Adrien Brody and Lady Gaga, have developed a rapport with Walliser after multiple encounters.
"The behind the scenes is half of what we love about GlamBOT," Walliser says. "The GlamBOTs themselves are gorgeous images, but there’s something about the candid conversation that you don’t normally hear. It’s fascinating and interesting, and it does really well" on social media. These moments of authentic connection resonate deeply with viewers, offering a refreshing departure from the often-scripted nature of red-carpet interviews.
Over the years, Walliser has experienced his own moments of being starstruck, particularly when meeting childhood idols like Jackie Chan and Brad Pitt. More recently, he has enjoyed working with Taylor Swift, Anna Sawai, and Ke Huy Quan. He emphasizes that there is no single formula for creating the perfect GlamBOT, and that success often depends on inherent qualities such as confidence, spontaneity, and undeniable star power. He points to Anya Taylor-Joy’s effortless hair flip at the previous year’s Oscars as a prime example of a GlamBOT Hall of Fame moment.
“It’s a little bit of a dark art,” Walliser jokes. "I still believe that a bigger movement increases the chance that it will be great," citing Cara Delevingne’s dramatic gown toss at the 2023 Oscars. However, he acknowledges that subtler poses can also be remarkably effective. He recalls Billie Eilish’s debut GlamBOT at the 2020 Oscars, where she simply placed her hand on her face. "In person, I was like, ‘Eh, she didn’t do that much.’ But for whatever reason, that one just had this je ne sais quoi, special little thing to it.”
Of course, not every GlamBOT is a resounding success. Sometimes, celebrities can appear caught off guard, resulting in awkward or uninspired videos. Walliser makes an effort to offer stars a second chance if he notices them making "weird faces," but often, it’s difficult to discern any issues until the video is slowed down.
"People online will judge talent for not being fully (prepared), but what they don’t realize is how hectic the carpet is," Walliser explains. "Photographers and publicists are yelling nonstop, and sometimes talent gets pushed onto me like, ‘What’s going on? What is this?’ They’re just being ushered around and they don’t really know what’s happening." He emphasizes the chaotic and disorienting nature of the red carpet, reminding viewers to approach these videos with empathy and understanding.
Walliser has achieved a certain level of celebrity himself, and he is often recognized in public as "the guy that does that thing." Outside of awards season, he focuses on directing commercials and indulging in adrenaline-fueled activities like surfing and car racing. He is also pursuing his long-term ambition of directing a narrative feature film.
While he is exploring other creative avenues, Walliser has no immediate plans to relinquish his role as the GlamBOT guy. He envisions a future where he is unable to operate the GlamBOT at the Oscars because he is nominated for an award himself. "In the meantime, they’re super-fun and it’s not a huge time commitment. I do four or five weekends, and then I can post all year – it’s endless content. So I’ll just keep doing them as long as I can.” For now, the GlamBOT and its affable conductor will continue to capture the glamour and excitement of the red carpet, one slow-motion video at a time.
