Festival & Outdoor

Event production success; the rise and rise of projection mapping

Event production success; the rise and rise of projection mapping
Peter Clarke is Head of Marketing at Pumphouse Productions

Peter Clarke is Head of Marketing at Pumphouse Productions

3D-Projection Mapping has been around for a while and, unless you have been back-packing in the wilds of Northern Canada for the last three years, you would doubtless have seen its usage in high-budget pop-concerts and product launches.

As the technology has increased in popularity, so costs to produce projection-mapped displays have fallen. Now, it is not just the wealthy corporations who have the budget to project their images onto large buildings to launch the latest vodka-derivative drink or hybrid utility vehicle. Entry-level pricing of around £5000 has made 3D-Projection Mapping an affordable consideration for the many rather than a exclusive, highly-coveted medium for the rich.

The technology relies on accurately mapping an animated 3D image onto a 2D surface.

Outdoor projection mapping, otherwise known as ‘Building Mapping’ uses animations, projected onto the surface of a building, to bring large environments to life. Clever graphics, played upon the building, can leave the viewer amazed as seemingly solid and straight walls morph into curves and change colours. Palaces are built brick-by-brick in seconds only to be destroyed and built again.

Brands can interweave a message into the animation, imaginatively presenting a product or service to the awed audience.

(Click on the link to see the incredible transformation of Prague’s astrological tower.)

The use of centrally-located, high-profile buildings is a particular favourite for product launches and PR stunt-delivery. It ticks all the boxes, highly visible, impressive, environmentally friendly and latterly, giving a decent bang for the buck.

In the face-to-face, conference environment, the high-profile building is replaced by a carefully-considered stage set. Whatever set designed, Projection Mapping has the ability to transform it. With so many conferences looking to transform the behaviours and culture of their audiences, the technology readily strikes a resonant chord with many organisers.

And it’s just so engaging – distracting even – as clicking on the link below will prove.

Add PiP (Picture-in-Picture) projection, which inserts more traditional video and presentation assets into the overall treatment and holographic technology to exaggerate the 3D effect, lifting products or people off the screen, closer to the audience, and you are left with a highly engaging, ultra-realistic presentation format.

After all, face-to-face is about the message, delivered in context. If your event’s purpose is to drive meaningful change, by firstly challenging existing beliefs and then making the future dream more easily reachable, then these technologies should be among the first you should explore with Pumphouse Productions.

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Peter Clarke is Head of Marketing at Pumphouse Productions, the creative events agency, in Royston, Hertfordshire. His twenty-five years’ experience in sales and marketing has added traction to the new-business effort through increased website visibility, e-mail and social media marketing. Since transferring his efforts to the Pumphouse cause early in 2010, he has been responsible for writing brochures and pitching proposed event styles and concepts to major corporate clients.

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