Something that I’ve recently been drawn to is video mapping. After learning that industry leaders, Pearl Media, had won the gold award at the 2012 Digital Signage Expo (DSE) in the Public Spaces category, I wanted to dig deeper into the world of video mapping and how it is affecting and could affect the advertising community.
Here is the Gold medal performance:
What is video mapping?
Video mapping is the means by which video production studios create accurate and believable spaces or canvases to scale that relate to the videos that are projected on them. The example above and the ones to follow are all examples of building projections, a specific type of video mapping and projection.
Building projections have been around for quite a while but it is only fairly recently that technology has caught up to the level of realism that we have come to expect. The idea is to be able to trick brain into thinking that something is happening that actually is not. For instance, many building projections show a building as pliable or shattering. With tight video mapping and high resolution, realistic video graphics, these newer examples are making it harder and harder to distinguish art versus reality.
Video mapping ad campaign examples
Below are some of the more impressive examples, in no particular order, of video mapping building projections used for some of, what I consider to be the one of the most successful advertising techniques out there.
BMW JOY 3D: Asia’s 1st Interactive 3D Building Projection
“This particular 3D projection was done on two identical, adjacent buildings of Sun Tec City in Singapore. The projections were on show for two nights and were part of a special event for the top executives of BMW Asia and their business associates.” - NuFormer.com
3D projection mapping in the city centre of Amsterdam for H&M
Agency: Muse Amsterdam
“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. An old fashioned music box pops opens up and music notes floated out that lights up rooms. A big eye peers inside the dollhouse setting of a climax. Layers of silk, wool and jeans fabric are peeled away of revealing the flagship store. The red ribbon reties itself and is met with a large cheering crowd.” - muse.pressdoc.com
Charter “Ultimate Home Makeover”
This is a great video for those who are interested in learning more about what goes into the process of a successful video mapping ad campaign.
Stand apart from the competition
Rather than a static flyer or on air commercial, these event driven ad campaigns make their mark on those who attend and get their mileage from all of the posting and reposting of videos of the advertisement.
The cost for an expertly crafted campaign to the magnitude of the examples above is usually well above the heads of the small to medium sized company, however there are several other outlets for video mapping and projection.
Electronic music is beginning to play a more and more important role in today’s musical taste and product advertising, namely the gaming and movie industries. Since there is usually only one performer in many electronic music acts, the live shows had been lacking some interesting elements. With the uprising of precision video mapping, artists like Deadmau5, The Glitch Mob, and Bassnectar can now visually stimulate the audience with the same level of dynamics as their audio.
The future of video mapping advertising campaigns
As with any technology, the video mapping of today will someday become obsolete. They are already performing “4D” experiences on buildings, similar to 3d movies. I believe the studios will be able to get even more precise with their mappings and projections and produce even more successful ads as the software and hardware continues to leap frog itself every few years or so.
The great thing about these types of advertisements is that they serves as an inspiration for those who believe that the only limit is one’s imagination.
- Have you been to any video mapping and building projection events?
- What s the most successful projection advertisement you’ve watched.