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3D Projection Mapping

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Kamila Olsza

on 9 January 2014

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Transcript of 3D Projection Mapping

3D Projection Mapping
A new advertising phenomenon is taking the world by storm.

3D Projection Mapping

allows marketers and advertisers to create surreal landscapes by projecting images on objects.
What is Projection Mapping?
Projection Mapping is an exciting new projection technique that can turn almost any surface into a dynamic video display.
Specialized software is used to warp and mask the projected image to make it fit perfectly on irregularly shaped screens.
When done right, the end result is a dynamic projection installation that transcends ordinary video projection.
The video is commonly combined with, or triggered by, audio to create an audio-visual narrative.
This technique is used by artists and advertisers alike who can add extra dimensions, optical illusions, and notions of movement onto previously static objects.
Projection mapping first came to prominence through guerilla advertising campaigns and video jockeys for electronic musicians.
Large companies such as Nokia, Samsung and BMW have since used video projections to create campaigns for their products in major cities across the world.
These advertising campaigns commonly use mapping techniques to project scenes onto the sides of buildings.
H&M Amsterdam Store Launch
On 22, 23 & 24 November 2010, H&M brought their flagship store in Amsterdam to live with a 3D projection mapping on the historic building.
For over 3 minutes, guests and a gathered crowd enjoyed a surreal fairytale of light and magical effects.
A red ribbon, wrapped around the building, untangles and transformed the building into a colorful dollhouse where nothing is what it seems.
Thank you for your attention!
Toyota Auris Hybrid: ‘Get Your Energy Back’

Using innovative 3D projection mapping technology, the video showcases how the new full-hybrid Toyota Auris Hybrid is able to constantly recycle the energy it uses.
The 3D projection showed the car transforming; it’s bodywork peeling back to reveal a glowing blue light, symbolizing the vehicle’s Hybrid energy.
Energy then escapes from the car, ‘energizing’ surrounding objects before reaching a dramatic climax where the sequence reverses.
The Official Ralph Lauren 4D Experience – London
1 New Bond Street was the location and canvas for the London eCommerce launch event, which was projected onto the building using a 4-D lighting installation.
The stunning digital projections, based on architecturally mappings, displayed a catwalk of 3-storey models, along with polo players, intertwined with luxury accessories such as aftershave, ties, belts and bags.
Alongside the visual experience music, digital sound effects, and scent diffusion added to the mix of stimulus to evoke a truly engaging experience of the brand.
BMW JOY 3D: Asia’s 1st Interactive 3D Building Projection
The company transforms busy office buildings in Singapore from a symbol of work, into a symbol of Joy. People witness joy coming alive at Suntec City, Towers 2 & 3.
The video message is featured on a commercial complex in the suburb of Singapore.
Looking at the faces of the people in this video, the 3D effect appears to be quite credible and real, and thanks to the incorporated shadow, an very impressive spectacle emerged.
Full transcript