Indoor Projection Mapping Takes Educational Donors on a Virtual Voyage

To launch Simon Fraser University’s 50th Anniversary celebrations, the institution, known to be one of the most engaging educational groups in Canada, relied on a spectacular Experiential Projection Mapping to promote their new fundraising campaign.

During an exclusive reception for some of their biggest donors, chancellors and alumni, SFU presented a virtual voyage through their campuses in British Columbia, Canada.  To execute the project, they joined forces with creative agency Go2 Productions, responsible for mapping the environment and producing the 3D animation.

Having experience of massive projects in LA, Miami, New York and California, Go2 was challenged to scale their jaw-dropping projections down in size to fit SFU’s illustrious underground theatre, while keeping the high-impact DOOH experience.

SFUTunnel

SFUGift

Using the back wall of the theatre as a surface, the projection transformed a block wall and three wooden columns into a hidden brick room, an underground train station and the window of a flying craft that took guests on a journey from campus to campus. All culminating with amazing digital fireworks display, to celebrate the 50th anniversary of SFU. According to Adrian Scott, Go2’s Creative Director, precision was a key factor: “Considering the audience was going to be close to the projected area, we had to ensure the projectors were perfectly aligned and calculate true perspective to maximize the perspective illusion onto the 1240 square foot wall. We decided to keep the content extremely dynamic to keep the feeling of always traveling forward through the walls and flying around the iconic Vancouver skyline”

The 3D renderings were created in Cinema 4D placing special attention and level of detail to the campuses spread across 3 cities. Because of the complexity and resolution of the landscape and buildings, the average time to render the each frame was almost 20 minutes.

SFUFireworks

While most companies think of Projection Mapping requiring large budgets and projecting onto entire buildings, the SFU successful indoor mapping is a good example of how it can be successfully scaled down whilst keeping the experience  engaging and very impacting. As the institution celebrates its history, using innovative and ground-breaking technology was a way to look ahead and bring a futuristic touch to their fundraising campaign.

Moreover, this was a highly creative concept integrated into a fundraising campaign, that captivated everyone who was part of the event. “It was awesome to see people filming and sharing the content on Social Media and to know that we were creating buzz and awareness over the anniversary. They are really engaged by participating in this historical moment and we are honoured to have sponsored and produced the production of this prestigious show piece for Simon Fraser University.” added, Adrian.

UK born, Adrian Scott has had over 20 years experience in the design world and is the President and Award Winning Creative Director of Go 2 Productions. His entrepreneurial thinking, creativity and passion for the industry has secured hundreds of accounts for Go2, including long time client Estee Lauder and most recently Hyundai USA. Having worked with and trained several leading design teams through the years, he believes this is the greatest team he has assembled to date. His long time passion for music composition even resulted in having a record pressed at the illustrious Abbey Road studios in London, England.

MINI Launches World’s First Hi-Res, Interactive LED Car #MINIartbeat

You might be noticing a very unique MINI driving around the streets of London. From August 5th through 19th, an illuminating new project from MINI unleashes onto the streets of London called #MINIartbeat.

MINI outfited a one-of-a-kind MINI Countryman with 48,000 LEDs that provides 360° coverage. The vehicle gives fans a chance to get their video streamed live directly onto the MINI in a one-of-a-kind spectacle.

As part of the NOT NORMAL brand campaign, the #MINIartbeat project is sure to be one that people will remember.

How It Works

MINI fans can stream their own short video on the MINI Art Beat car directly through the Facebook app, on MINI Space, or by tweeting Vine videos hashtagged #MINIartbeat – then add their customized design and beat. They then cruise down London’s buzzing streets, emblazoned upon the surface of this one-off, dynamic automobile – and finally, receive a custom clip as a takeaway.

Find out more via MINI’s Facebook page.

View more MINI Art Beat videos here: youtube.com/user/MINIartbeat/videos

Behind-the-scenes of the #MINIartbeat

The team took a MINI Countryman and wrapped it in 48,000 LEDs. Each strip was attached using a variety of application methods, ranging from Velcro to magnets. The custom car wrap and technology was provided by the team at TAIT. Editors also sit in a separate camera car live-cutting the MINI Art Beat photos and videos into complete clips.

MINI Art Beat

MINI Art Beat

MINI Art Beat

MINI Art Beat

MINI Art Beat

Image vis MINI Facebook & MINI Space

Opel ADAM – The Color Changing Car

With the launch of the new cool Opel ADAM, Opel has reached out to the young “hipsters” in town by placing the car in the heart of Copenhagen, near some fancy bars, so it would gain attention enough to start the hype before the car was even released. An amazing video mapping trick combined with cool sounds made the car stand out in the street – it actually looked like something that would normally fit into a night club! Opel ADAM has some quite fancy features and comes in many colors. Actually 60.000 exterior and 80.000 interior combinations which makes it possible to customize it your way which was why flyers was handed out to interested people passing by, so they could design their own on the Opel website. The stunt was pulled of by Danish agency Uncle Grey. Well done guys :)

Live Performance Storytelling Using Projection Mapping

One of the best tools in the marketers toolkits is the ability to tell a great story. One creative way to make the story stand out and be unique is to use projection mapping!

A Dandypunk combines a live performance piece and projection mapping to create this ‘magic show’ of sorts. By using real life props and projection mapping, A Dandypunk was able to create a surreal live performance that leaves you wanting more. It’s almost a storybook that came alive! Now imagine doing something like this on the street for a marketing campaign. Hope you find inspiration in this like I have!

EXTREME Projection Mapping on a Snowboard Mountain

I could almost hear the brand manager of the clothing line Inhabitant saying “I want to create the biggest fashion show for a winter collection. How do we do that?”

The Creative Director of Eness goes, “Oh, that’s easy. Let’s color a mountain.”

That’s Exactly What They Did

Using a snow mapping software, Inhabitant and Eness colored the Mt. Naeba in Japan. They also created colorful patterns that interact with the snowboarders when they fly, land and slide down the ramp. Audience were also given an iPhone app that allows them to interact with the visuals.

This is supposedly the brands second year but the day before they were to stage their first show last year, earthquake struck. They cancelled the show but not the vision.

Extreme for Extreme

The show is so exciting that it makes you want to scream to the top of your lungs, “That’s how you freakin’ do branding. That. Is. How. You. Do. It”. It is so consistent and relevant to the brand. Inhabitant has always pride itself for taking their designs and quality to the extreme. They support extreme sports [like snowboarding] and market their products the extreme way [like coloring a mountain].

But We Can’t See The Clothes

I always argue that fashion shows are more about branding that a live catalogue. I quickly realized that after I saw how weird the make ups are and how unrealistic the body of the models are. This is no different. Sure, the clothes that Inhabitant is selling can hardly be seen with the images projecting on the mountain and on the snowboarders.

The point is establishing what the brand is all about. They are fearless, bold, and, well, extreme. They don’t do anything half-baked. When they do something, they will either set the standards for the whole industry or stay home.