projection mapping 101

INSIDE ONE OF THE FASTEST - GROWING TECH TRENDS OF THE YEAR
VIDEO PROJECTION
MAPPING
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THIS ISSUE: PROJECTION MAPPING 101
PROJECTION MAPPING 101
Why projection mapping is changing the a/v game
Projection mapping is an emerging technology that is breaking all the rules for a/v presentations. That’s because
with projection mapping, the “screen” can be almost anything you can imagine.
Instead of using traditional theatrical lighting to create colors, looks and textures, projection mapping uses HD
video, animation, motion graphics and images to paint any surface—of any size and shape—like a video screen.
“It’s a technological way of gaining control of projected video images, so we can still show things in high definition
and not be constrained to seeing it inside of a rectangle,” says Ben Ryle, DWP Live’s chief technical officer. “We can
project on a sphere or a column, or surfaces with curved edges. It’s a great way for clients to enhance and elevate
their messaging and content delivery.”
That means whether you’re showing images on building facades, mannequins or football fields, high-definition
video can be projected without any loss of clarity.
“It’s completely scalable, from a city block all the way down to the size of a product like an athletic shoe,” says
DWP president Danny Whetstone.
What makes it work? The process hinges on both technology and technique. In terms of technology, you first
need source material to display. Projection mapping can use pre-produced or live video, static images, motion
video, 3D animations, graphical sources like PowerPoint, live input from cameras—all are potential content.
Next, technicians scan the surface that will serve as the “screen” to create a digital, three-dimensional
topographical model of the surface. The model is sent to a media server, which stores and manages the content
before distributing it to the projectors. The projection surface’s size dictates the number of projectors that are
needed; larger surface areas require more projectors to cover them.
Technique is also key in eliciting the audience response you want. It takes a thoughtful, creative, integrated process
that begins with storytelling, stagecraft and spectacle, and then uses the technology as a theatrical device.
Projection mapping technology is so new that the ways in which people and brands are leveraging it are still emerging.
Some projects—changing building facades into living paintings, for example—are approached from a highly artistic and
experimental angle. At auto show launches, projections have changed the definition of the big reveal, transforming
stationary new vehicles into video canvases that cannot be ignored.
Live concerts and the Super Bowl halftime show have already adopted the technology, and interactive projections that
let the audience take control of the action have crowds lining up to shoot video that turns into viral content.
It’s now possible to create a three-dimensional, totally immersive brand environment with super high-impact content
and messaging on any surface, in any configuration. Projection mapping gives clients freedom to deliver their messages
in amazing new ways. That’s the definition of “wow factor.”
PROJECTION MAPPING 101
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THE CANVAS
What types of surfaces can be mapped and make the biggest impact
The visual is stop-you-in-your-tracks surprising: a 30-story building bursting to life through the use of high
definition video. But buildings are just one of the almost limitless options that can be used as projection
mapping surfaces. Here’s a look at five high-impact possibilities.
Buildings/architecture
Projections on building exteriors are very popular because of the undeniable visual impact of redefining
static structures with moving video images. When projection mapping is produced in a public space, it
can attract huge audiences with a broad cross-section of demographics and generate good opportunities
for traditional media coverage, as well as viral and social media.
Stage/theatrical/corporate events
Imagine stage set pieces like static backdrops and 3D staging elements that can be built once but
change their appearance an infinite number of times through projection mapping. For corporate events,
meetings or launches, the video effects can be jaw-dropping. Messaging can be projected on stage onto
a product, and then slowly expanded off of the product into the entire environment.
Smaller products
When leveraging projection mapping on a smaller scale, it’s all about creating a dynamic product
experience. In an otherwise traditional environment, putting a product on a pedestal and animating
that product with motion, color and images creates attention and gives the product a dynamic
feel. The technology can even be used in retail spaces to create customer interactions that are
unexpected and surprising.
Arts center/gallery/hospitality environment
An event at a gallery or other nontraditional space can be transformed completely by projection mapping.
It can be brand relevant or imaginative and visually over-the-top. Projection mapping delivers against, and
exceeds, expectations in nontraditional venues because it’s a nontraditional medium.
Athletic field/outdoors
At this scale, it’s all about spectacle. Whether it’s on a football field, the side of a cliff or an iceberg, huge
scale makes a larger-than-life impact that can’t be ignored. For major public events, broadcasts, concerts
and sporting events, projection mapping is the only way to implement video because LED screens are
cost prohibitive at that scale.
PROJECTION MAPPING 101
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THE BOTTOM LINE
The main elements that determine the cost of
projection mapping
STAYING ON BUDGET
FOUR TIPS ON
MANAGING THE
BOTTOM LINE
Planning a projection mapping project of your own?
The costs for projection mapping projects can vary widely depending
on the project’s scale and the visual effects the user hopes to achieve.
“There is no base price, and every project is different,” says DWP
partner Rick Boot. “We create a range of solutions available to fit any
budget. We can go small or big, or we can simplify presentations to
suit the situation.”
Here are four tips that’ll help you stay on budget:
Time
Creating an effective timeline that both partners
agree to, and then sticking to it, are the biggest keys
to staying on budget. Costs can always be impacted
by unexpected events, last-minute details that were
previously overlooked, or late-breaking change orders.
There are four major costs of projection mapping, and pricing within
each can vary greatly. They are:
When the shop can produce everything according to a
Content
costs tend to add up quickly is on site at the installation
In determining the costs for video content, the main variables are
the type of content and the amount of time needed to produce it.
There are ways to implement video content that are less expensive,
while some inherently cost more. Cost decisions can be driven by
budget considerations, by creative direction or by how much time
there is to implement the content.
Servers/media management
The key pricing factors are quantity, capability and duration. Costs
for a one-day installation will differ significantly from pricing for a
three-month tour or a permanent attraction. Determining the right
media server for a project is based on the type of video content
being used and how many projectors are needed to bring it to life.
Projection system
Projectors’ capabilities are judged by luminosity and resolution;
projectors that are brighter and have higher resolution come at a
higher price. Finding the right projector for a project depends on
a large list of variables. For example, if you’re projecting images
onto a building and there’s ambient light from the street or other
nearby buildings, you need extra brightness (and possibly additional
projectors) to make the right visual impact.
timeline, setup time and costs are minimized; where
itself. “Any work that can be done beforehand saves
clients exponentially on the back end,” says DWP’s
Whetstone. “If you can cut out a day on site, you’ll save
money on people, permitting and gear.”
Operational survey
Making an upfront investment in the operational plan
at a venue or site, and doing it correctly the first time,
is important. Casually breezing through operational
decisions up front could mean your team will have to
put things together with duct tape later—which isn’t
exactly a recipe for success. Conducting a complete
venue survey and a good production site evaluation will
ensure that the physical space you’re using is a known
quantity, which is tremendously important.
Digital space
Clear guidelines for content are important for projection
mapping producers. If a client’s initial instructions to
the producers are focused on keeping costs as low as
possible, but they decide midway through the process
that the content needs to look like a Pixar film, things
could get tricky—and expensive—quickly. Establishing
a solid plan for content at the outset will go a long way
toward keeping a project on budget.
Management/creative
Content, creative and media management functions must be
integrated—and the lines of communication open between all key
players. The cost of production management takes into account
variables such as the size of the on-site crew, the installation
schedule, and other logistics (like making middle-of-the-night
adjustments or custom-building scaffolding to support projectors).
Managing expectations
This one’s simple. Talk with projection mapping producers
about what can and can’t be done within budget. Stretching
the budget too far or producing a subpar presentation are
no-win situations for everyone. Agencies need to clearly
describe what kind of experience they want to create
within their budget and be realistic about it.
PROJECTION MAPPING 101
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FIVE EXAMPLES
How others are leveraging projection mapping
Mercedes-Benz
Client: Holt AV
Vance, AL
A new Mercedes vehicle was being unveiled at a team meeting at the automaker’s
plant in Alabama. Projection mapping was used to bring the vehicle to life for the
big reveal. The white cloth hiding the car from the audience was the perfect
canvas for Mercedes’ projected content.
Caesar’s Palace
Client: Barco
Las Vegas
During the National Association of Theatre Owners’ annual CinemaCon event in
Las Vegas, Caesar’s Palace became the canvas for a stunning 3D projection—
the first of its kind at the iconic hotel. This project transformed the facade and
columns around the hotel’s main entrance into a stunning visual display of motion
graphics and colors set to a booming, high-energy soundtrack.
Fusion-io
Client: Corporate Staging Resources
San Francisco
Fusion-io used one event to introduce its highly anticipated new flash storage
platform and celebrate the birthday of its legendary chief scientist, Steve
Wozniak. This highly branded, interactive projection mapping gig transformed the
venue and shared the message leveraging elements onstage, then spread out
across a huge projection screen adjacent to the stage.
Super Bowl halftime show
Client: Set Designer Bruce Rogers/Tribe, Inc.
Indianapolis
The DWP Live team spent three weeks in Indianapolis installing a projection
mapping system to create the coolest 13 minutes and 33 seconds in the history
of Super Bowl halftime shows. The sheer scale of the projections was simply
incredible, and the entire football field came to life with video and moving graphics
tied seamlessly into the huge production.
USANA
Client: Corporate Staging Resources
Salt Lake City
Projection mapping reached new heights at this arena-scale corporate event
for 11,000 attendees. Live interactions with presenters and entertainers on
a custom-designed stage proved to be the ideal way to ring in USANA’s 20th
anniversary. The three-day convention showcased stunning visuals and out-ofthis-world content delivery against a projection-mapped “brand canvas.”
PROJECTION MAPPING 101
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TIMING IS EVERYTHING
A look inside the timeline of projection mapping projects
Creating and following timelines is critical for projection mapping projects; missing deadlines and
adding last-minute requests can doom clients’ budgets.
The two aspects of most projects that typically consume the most time are production management/
creative development and the design and rendering of the projected content. Allotting the proper
amount of time to these tasks gives clients more choices and more flexibility for creating content,
and typically means that creative development and management programs are more effective. If
the timeline is compressed, there are almost always fewer such options.
DWP has produced a four-minute-long projection mapping presentation in as little as 48 hours—it
can be done. But for most projects of any size and length, clients should allow a minimum of 60
to 90 days (from the time the contract is signed, not from the time of the first phone inquiry), or
risk compromising the quality of the outcome.
Chronology
The first item on any timeline has to be a core idea, where the project team is either looking for
a venue and target surface, or the venue and target surface is already known and the team is
focused on developing presentation concepts. Producers and clients take that core idea and figure
out the best surface on which to display it.
Then it’s on to a technical survey and venue evaluation, and a creative survey and evaluation, which
includes understanding the design and creative direction, talking to stakeholders and identifying
desired outcomes.
Content development and production management then move down the timeline simultaneously,
along two separate paths; they will converge again when the project reaches installation. Operation
and on-site production is the last step.
Once the team has gone through concept and design, it’s a matter of days to get the gear together
and prepped, and shipping considerations squared away.
Some projects go beyond projection-only content and incorporate interactive content. For those, much
more time is needed on the front end for programming, design and implementation.
DWP can cut down timelines because it specializes in projection mapping—it’s the company’s
core business and its team are already experts in the field.
“We have a fully owned in-house inventory dedicated to projection mapping, as well a substantial
inventory of media servers,” says DWP’s Boot. DWP also boasts a large inventory of HD and
DLP video projectors that are powered by up to 40,000 lumens of brightness, the most powerful
available on the market.
22330
PROJECTION MAPPING 101
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