On the evening of September 8th during the New York Fashion Week, Ralph Lauren created a runway out of a 60 foot high water-screen projection that towered above Manhattan’s Central Park fusing fashion, art and technology.
To promote its new, high-performance Hybrid car, Lexus along with Saatchi & Saatchi Italy created “Trace Your Road”, an experiential event featuring Formula 1 driver, Jarno Trulli.
For the event ten Lexus fans were selected from hundreds of applicants on the Lexus’ Facebook page. These selected fans were then given the opportunity to sit in the passenger seat of the new Hybrid car with Trulli at the wheel. The course was traced by the fan sitting in the car on an iPad that projected the course designs onto the floor of the aircraft hangar with the help of special projectors. The car itself was tracked using a custom high-res infrared (IR) camera system.
Trulli’s driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties points were given when the car went outside the projected routes and or touched the walls of the aircraft hangar. The goal of the game was to hit 7 selected touch points in the quickest time, the fan with the best score won.
This campaign helped Lexus successfully highlight the cars design and performance while innovatively connecting with its target audience.
Here is a short behind the scenes video to see how it all came together…
Over the years there have been numerous noteworthy 3D projection mapping events and installations. In this latest example, Samsung for the launch of its Galaxy Y Duos, a Dual SIM card smartphone has created a very unique projection mapping on a human face!
I have seen tons of really cool projection mapping events in the last year or so. In fact I even have a small collection of the noteworthy ones at my YouTube Channel.
In this latest example, Nike has tried to do something different with projection mapping for their new Jordan Melo M8 shoe. They have created the entire projection on water fountains, which complement the movement and desired effects to create something pretty special for the eyes…