Top 5 Projection Mapping Campaigns
Projection mapping allows 3D objects to be turned into a display surface for a video projection, anything from small objects to cars, buildings and even people. Using specialist software, objects are mapped so that a projector can fit any desired image onto the surface of that object. This can add the impression of extra depth, optical illusions, and movement onto static objects.
Iconic landmarks like the Sagrada Familia in Barcelona, Tokyo Station, the Astronomical Clock in Prague, and Manhattan Bridge in New York have been used in campaigns. There’s even the International Mapping Festival of Girona, including large-scale projections on the façades of Girona’s famous buildings.
As well as being projected onto buildings, the process is being used in a number of other ways, including British Airways projecting onto a model of an A380 for a video celebrating its inaugural flight from London to Singapore.
Here are 5 recent, creative examples of projection mapping used in campaigns around the world.
Battersea Power Station’s iconic towers on the banks of the Thames have been used before for projection displays, including the impressive Bombay Sapphire campaign in 2011. But in 2014, it was used as the backdrop for a breath-taking display raising awareness of the building’s redevelopment. Thousands of guests wearing headphones watched 360,000 lumens of light transform the Power Station, celebrating the past, present and future of a London icon.
For the past seven years, Sydney becomes an illuminated city in a major annual event that combines music, light and ideas. Every year, Vivid Sydney includes an impressive projection mapping display on Sydney Opera House. The video below shows the 2014 display.
In March 2015, in the build-up to Easter, Fabergé took over four of the windows in Harrods, the centrepiece being a giant, interactive 3D egg. Visitors were able to choose their favourite pattern and see their chosen pattern projected onto the egg. The technology used large amounts of light on relatively small areas, making it visible in daylight.
It isn’t always well known buildings that are used as the backdrop for these campaigns. In 2014, to promote their new Adizero f50 Messi boot, Adidas created a projection mapping campaign that took to the streets of Barcelona. Using projectors fixed to cars, bikes and even a body harness, Leo Messi was projected onto buildings, monuments and trees across the city.
Projection mapping is also starting to be recognised as the perfect way to get the crowds at sporting events excited before a match. In this example of a court projection for the LA Clippers, they even incorporate real objects into the display, with illuminated beach balls being thrown into the crowd to match the visuals on the floor.
The Next Generation
So, where does projection mapping go now?
We’ve already looked at the way brands are using Augmented Reality campaigns and recent technology is looking to merge both experiences. A Kickstarter campaign called castAR combines projection based augmented reality with wearable glasses. Small projectors embedded in glasses allow users to get their own unique viewpoint of projection mapped environments.
Another innovation is conductive ink. A London based agency are using it in spaces with screen-printed illustrations. When you touch them, the conductive ink triggers a projected digital animation that brings the wall to life.
By Ceri Gravelle, Managing Director at eventeem.