Scenography has long been used as an effective way to customize spaces and set the perfect mood for an event. Technology has only added to this, opening up countless possibilities for creating the perfect setting. One example is projection mapping, also known as video mapping.
The technique involves projecting animated images, 3D visuals, or videos onto a variety of surfaces. This means a client can have their corporate video displayed on the facade of a building or even on a historic monument.
As a result, event organizers can create fully customized projects. Interested? Then keep reading to find out what you should consider when adopting this captivating technique.
Choosing the space
Projection mapping lets the physical and digital environments interact with each other, wowing everyone attending an event with flawless, moving, and engaging scenography.
That said, the creative process can be somewhat more complex than with traditional décor. To achieve the desired effect, choosing the right location is essential.
The richer and more detailed the surface, the more detail the experience can have. It’s also recommended that the surface be painted in neutral tones, allowing more freedom to play with colors and the images themselves.
Site visit
A site visit is necessary so the designer can assess the space. Only then can they recommend the right equipment and define the project budget. From there, a digital version is created so the client has a clear idea of what will happen on the scheduled date and can sign the contract.
As we mentioned in the previous section, mapping is a complex process. That’s why it’s recommended to contact the company handling the projection at least 30 days in advance.
Content creation
For the team to create content that meets the client’s expectations, the content needs to be laid out in a script with as much detail as possible.
This includes the background music. If the piece includes both audio and video, the soundtrack must be defined when the project is being developed so that the pace of the images follows the beat of the music.
But don’t forget: the script should tie in directly with the concept of the event.
Drawing inspiration from success stories
Creating surprising content means pushing the limits of imagination. The more innovative and distinctive your script, the better your chances of delivering a one-of-a-kind event to your attendees.
Looking at some of the projections created around the world can spark fantastic ideas and turn your activation into a true happening. Here are a few examples.
Vienna Now or Never
In London, a campaign designed to encourage Londoners and tourists to visit Vienna surprised passersby in the city’s classic downtown area.
An old building served as the screen for a 3D projection titled “Vienna Now or Never.” It was a true spectacle showcasing the attractions and culture of Austria’s capital.
MASP’s 458th anniversary
In Brazil, there have been incredible projection mapping shows since 2012. One of them took place at the São Paulo Museum of Art, MASP.
On that occasion, the video projected on the museum’s facade portrayed the evolution of fashion and art in the city of São Paulo. Through historical photos, works of art, and 3D animations, the 458th anniversary celebration amazed spectators.
Arcos da Lapa
That same year, one of Rio de Janeiro’s most iconic landmarks hosted a moving activation about everyday life in Rio.
The Arcos da Lapa became the stage for futuristic images whose main goal was to showcase the beauty of the “Marvelous City” and offer a unique experience of the energy that drives locals and tourists alike.
AC/DC vs Iron Man 2
If you often attend concerts or watch concert videos, you’ve surely seen some video mapping in action. However, major bands can also provide the soundtrack for an amazing projection in other venues and for other purposes.
That was the case with the launch of the movie “Iron Man 2.” The producers used Rochester Castle in England as the main stage to promote the film. The 3D animation featured a soundtrack from none other than a rock classic: AC/DC.
Scheduling the setup
Setup time should be scheduled according to the complexity of the projection. The larger and more detailed the surface, the earlier the equipment installation should be scheduled.
You need enough time to test projector positioning and rehearse the content playback. After all, any event producer worth their salt needs to focus on preventing problems that might arise, no matter how small.
Capturing reactions during the projection mapping
Capturing attendees’ reactions during the activation should also be considered. Photos and videos make great post-event material. When shared on social media, they boost audience engagement and the reach of the brand behind the activation.
With a well-edited video, people who had an unforgettable moment won’t hesitate to share it on their personal profiles. The result, as you probably know, is taking the business’s name even further.
Evaluating the event
Anyone who works in events knows they don’t end when the doors close. The post-production period is essential to evaluate whether the activations achieved their intended goals.
There’s a lot to be done at this stage. The company can survey customers about the feelings sparked by this innovative, tech-driven scenography. This can happen during the event itself, right after the show, or through a follow-up survey.
Projection mapping is an innovative way to move audiences and deliver a unique experience to event attendees. If you’re looking for an innovative solution to take your brand further, mapping is definitely a strong bet worth considering.
Alice Wonders can help you with this process. Contact us right now and find out what we can do for your event. See you soon!
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