Video projection displays are becoming more popular as they reach new heights.
Video projection has become a popular creative tool for the entertainment, event, media and creation industry. Projection mapping is becoming more innovative as technicians increasingly combine 3D Mapping with forward-thinking creativity and advanced audio visual solutions.
Here we round up four popular ways of creatively using video projections and augmented reality techniques to deliver powerful messages in the entertainment, event, media and creation industry.
1. Sport ceremonies
As part of the celebrations for the Rugby World Cup 2015, the roof of London’s O2 Arena played canvas to the world’s largest projection mapping project. The emblem of the English rose was projected onto the venue’s roof with more than 68 projectors and 122 moving head light fixtures to create different 3D illusions. Fans’ tweets were also projected onto the roof and according to an O2 press release, the #WearTheRose campaign and 3D projection mapping light show could even be seen from space.
2. Car launches
Constantly vying for space in a cluttered environment, car manufacturers are looking for launch spectacles which will capture consumer attention for more than just a few seconds. Futuristic video projections have been the ideal technology to position new car models as visions of the future. Audi, BMW, Mercedes-Benz, Nissan and Porsche are amongst any number of car manufacturers to have used futuristic projection mapping to launch new models. This is only set to continue until the next cutting edge trend in the entertainment, event, media and creation industry comes to light.
Possibly ahead of its time when it launched in 2011, Lexus made use of an excellently choreographed audio visual spectacle projected onto The Roosevelt Hotel, Hollywood, to launch its new Hybrid vehicle. Using architectural light mapping technology, 3D optical illusions were created without the need for 3-D glasses. A nod towards the future, just like the new hybrid technology the car manufacturer was launching.
Breaking records, Jaguar became the first brand to light up Dubai’s Burj Khalifa for the launch of the new F-Pace SUV car. The dazzling display showed an SUV driving up the façade of the world’s tallest tower. Such breakthroughs in the sector highlight the world of creative opportunity and innovation awaiting professionals in the entertainment, event, media and creation industry.
3. Awareness campaigns
Estée Lauder has been lighting iconic buildings around the world in pink for more than 20 years as part of its annual breast cancer awareness campaign. In 2012, to mark the campaign’s 20th anniversary, they took it a step further with the introduction of architectural projection mapping. The entrance to the British Museum, London, was used as the architectural canvas for a moving display of augmented reality pink ribbon projections. The display acted as a welcome to guests attending an awareness event inside the museum.
Twitter Incorporated has similarly used this technique as a way to capture an audience’s attention with its ‘Enough Food For Everyone IF’ interactive display. Live Twitter feeds and memorable video projections onto Somerset House, London, helped evoke emotion in a bid to raise awareness on world hunger.
4. Corporate events
Companies have long been using a combination of video projections and advanced audio visual solutions to wow audiences at a range of different events and to celebrate different occasions. Most recently, Cartier lit up the Burj Khalifa in its signature red and a Panther ‘climbed’ the tower’s façade, all in conjunction with the sold out José Carreras concert at next door’s recently opened Dubai Opera.
The opportunities for creativity and innovation really are endless in this sphere for the entertainment, event, media and creation industry. Don’t miss the ‘Large Scale