We’ve seen the future of projection mapping recently with the first ever user generated 3D projection mapping from Wrigleys. Bombay Sapphire proves that location can play a big part on projection mapping events when they lite up the Battersea Power Station last night. Hundreds gathered on the banks of London’s River Thames to watch the iconic building back in action.
This awesome event is the work of Drive a London based independent company who specialise in live events. This is pretty cool and great to see an unused iconic London landmark
It’s not the first time we’ve seen a projection mapping event on the Battersea Power station, below is Nintendo’s event for the Super Mario Galaxy 2. What are your thoughts on projection mapping, have we seen enough?
you read my mind with your question at the end.
Surely this isn’t novel any more? It has been done to death in the last 12 months.
That second video makes it look as if those two stacks were built for a projection map by Becks lager. Two bottles side by side. Anyone…?
and mine, but what has occurred to me while watching all these videos is that some are better than others.
take this one, everyone before has used it as a venue whereas this broke the mould by using a boat, using the reflection, tying it in with a worldwide competition. think about the sound implications of the guests watching it from far off, the delay involved.
yes it’s being done more and more but each time something else is added, whether it’s 4d and using real footage like ralph lauren or hanging a car from a building.
i think it’s exciting to see what companies like this one do next?
Indeed, Projection Mapping seems to be everywhere presently and like A.R. brands & agencies don’t really know why they’re using it other than it’s “new”
Firstly the Ralph Lauren London store opening was much better than this and made something relatively mundane an event. Consumers were in the area and drawn to it, a big projection on the side on Battersea isn’t going to draw anyone frankly and so Bombay are in part relying on this video going viral – but to what end? If it was a competition for fans to get a pissed up boat trip and see the projection, then fine it’s something, but I’d like to see the cost vs. brand value ratio.
As a brand manager I’d be asking what does this do for Bombay Sapphire? Does alter perceptions of the brand – it’s a premium Gin, so does this activity enhance or detract from that? And who is going to know about it – I hope as much effort went into getting this video out there as went into the projection itself.
No more projection mapping, please!!! … unless it’s genuinely innovative.
I think projection mapping definitely has more to offer than the examples above. Check out this live projection mapping project at the Billboard Music Awards 2011 for example:
http://bit.ly/lVflyr
@Nik, thanks – what an awesome example and I agree projection mapping does have more to offer. Looking forward to seeing the future campaigns with interactivity,
@Andrew – point taken. I agree that we’ve maybe seen enough although I do like to see what brands use this for.
Thanks for everyone’s comments – great to hear what you guys like/don’t like.