QED provides Roadsters for Toyota 3D Launch
17 December 2010
UK - Four powerful Christie Roadster HD18K 3-chip DLP projectors provided the icing on the cake for a viral marketing campaign that took place over three days in a tunnel in Shoreditch recently.
Curious passers-by were treated to a visual installation, entitled Get Your Energy Back, which used the latest 3D projection mapping techniques to dramatise the technology contained within the new Toyota Auris Hybrid car. The resulting film of the occasion has proved a massive hit on social sites.
Creative advertising agency glue Isobar created and produced the event, generating 90 seconds of visual animation for the projection. The sequence showed the body of the Auris transforming and peeling back to reveal a glowing blue energy, which then escaped and interacted with various objects within the tunnel where the car was situated. The energy then returned to the car, bringing to life the amazing way in which the Auris recycles its energy as it drives.
To achieve this effect required extremely high-powered projectors, as the surfaces being illuminated included concrete, brick and asphalt as well as the white pearlescent material of the car.
Colin Yellowley, managing director of Igloo Vision, the software developers and designers responsible for the projection mapping, turned to Paul Wigfield at QED, and he recommended the Christie solution.
"We were contacted when Igloo were doing initial projector tests within the environment,"" confirmed Wigfield. "They realised that they needed seriously bright, vibrant projectors particularly when the content moved from the car to the environment itself, which covered a much larger area. We initially thought they would need eight HD18Ks - but after carrying out a projection test we were able to achieve the effect with just four.""
four HD18K projectors were clamped to a scaffold tower using QED's specialist flying frames. Fitted with 1.1:1 lenses, they flooded the entire tunnel, with the image blended within the source software.
Each projector took a feed from the Igloo PC in 1920 x 1080 native resolution. QED supplied four fibre lines which provided each projector with the DVI signal and full Ethernet control. ""With the projectors being placed so high up, one concern was the stability of the projectors, which were mounted at a variety of angles,"" explained Wigfield. ""But we needn't have worried, as the rigging design and implementation was extremely well planned and organised."
Summing up, Paul Wigfield said, "We always push the Roadster HD18K because it is the best and brightest single phase HD projector in the world, and from a budgetary viewpoint it was great that we were able to do the job with four, rather than the eight that had initially been estimated."
QED projectors provided took tunnel visual 3D projection mapping within car Auris energy achieve effect extremely software Paul Wigfield Christie Igloo projector environment Wigfield initially HD18K able Roadster HD18K
Related Stories from LSi Online
2 May 2013
UK - QED fielded no fewer than 19 Christie high-end projectors to meet one of their most complex projection-mapping challenges ever for BBC's Red Nose Day. The 25th edition of Comic Relief's Red Nose Day 'Funny For ... More >>
6 September 2012
UK - The BFI restoration of Alfred Hitchcock's silent masterpiece Blackmail was shown for the first time at a special outdoor screening at the British Museum, the location of the film's chilling chase sequence. ... More >>
27 February 2012
Qatar - Dubai-based event production company Kenkaato has produced the first ever live public music event to be staged in the Museum of Islamic Art (MIA) Park in Doha, Qatar. The initial concert in a series of music ... More >>
22 December 2011
UK - Projection artist Ross Ashton of London-based The Projection Studio was invited back to Caerphilly Castle in Wales - by popular demand - to recreate his Illuminata digital art son et Lumière. The ... More >>
11 October 2011
UK - Ross Ashton's The Projection Studio was commissioned to design and create a special five-minute son et lumière video artwork for award winning London based Pollard Thomas Edwards architects (PTEa), who specialise ... More >>
BVE Expo 2014 (25-27 February 2014)
Page 31: the remains of Shakespeares first theatre in Shoreditch Built by James Burbage and simply named The Theatre
Page 11: or controlled by Element Labs Element Labs has opened a London office at Perseverance Works in the Shoreditch
Page 42: Shoreditch venue Matt Smith technical manager of the Cantaloupe Groups venue said that Marquee was called
Related Videos from LSi's Video Hub
We were unable to find relevant videos, but please visit LSi's Video Hub for our industry video content, such as product demos, training, interviews, backstage, seminars, events and more...