QED provides Roadsters for Toyota 3D Launch

Promoting Toyota in Shoreditch

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."

(Jim Evans)

 

Links

Tag Cloud

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

Christie projectors supports Red Nose Day

Christie projectors supports Red Nose DayUK - 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

Christie projects Hitchcock's Blackmail

Christie projects Hitchcock's BlackmailUK - 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

Kenkaato produces Yusuf Islam show in Doha

Kenkaato produces Yusuf Islam show in DohaQatar - 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

Projection Studio revisits Caerphilly Castle

Projection Studio revisits Caerphilly CastleUK - 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

Projection Studio on Diespeker Wharf

Projection Studio on Diespeker WharfUK - 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 >>

Christie projects Disney on the Southbank

Christie Roadsters help launch smartphone

Christie Roadsters in World Heritage projection

Christie projects mega display at O2 Arena

Christie Roadsters project Rockestra

Adlib back on the road with Barrowman

Roadsters at the Meteor Ireland Music Awards

QED and Christie in Trafalgar Square

XL Video's grand opening

QED gears up with Christie

Christie at MPH06

XL Video invests in Christie Projectors

Christie S+16K has animal magnetism

Museo Maritimo Ria de Bilbao

QED's totally forgettable distro

Related Events

The 10th LED Systems & LED Lighting Exhibition (25-28 September 2014)

View AllRelated Stories from LSi Magazine

April 2009April 2009

Page 31: the remains of Shakespeares first theatre in Shoreditch Built by James Burbage and simply named The Theatre

April 2007April 2007

Page 11: or controlled by Element Labs Element Labs has opened a London office at Perseverance Works in the Shoreditch

March 2004March 2004

Page 42: Shoreditch venue Matt Smith technical manager of the Cantaloupe Groups venue said that Marquee was called

More Results from LSi Magazine >>

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...

Video Hub >>

View AllNews Archive

2014 | 2013 | 2012 | 2011 | 2010 | 2009 | 2008 | 2007 | 2006 | 2005 | 2004 | 2003 | 2002 | 2001 | 2000 | 1999

Robe
Elation
Harlequin Floors

ClearCom

Outboard

MDG

Lee Filters

Ambersphere

Symetrix

Fast-and-Wide

Le Mark