Your reaction when I say 3D Projection Mapping might be ‘Saaay what now?’ or ‘Whatcha talkin ‘bout Willis?’(for reference) but I am here to reveal all or at least a quarter slice of what it’s about and what it’s for.
Let’s begin! In our life time we have seen Facebook take over the world, Virgin Airlines talking about launching people into space (like your nan if she’s rich enough) and now buildings are crumbling in front of our eyes not because a war has broken out but because a clever person invented a way for us designers to project our imaginations on just about anything, buildings, boxes, phones, trainers, whatever the heart may desire – I’m getting that greedy feeling. Carlsberg are one of many brands that have taken advantage of this technique by projecting images of their products onto the front of Liverpool Street station on the 5th April, click here to view the video.
So what exactly is 3D projection mapping and why is it an effective way to get an audiences attention?
Well, 3D Projection mapping is a new way of creating motion graphics that interact with the surface they are being projected onto creating a visually stunning and eye catching event. It can be used to give the illusion that a building is crumbling and giant rabbits are popping out from the cracks or whatever the animator wishes to create in their new world.
It is an affective way to engage with a wide range of audiences, stopping people in the street who will record it on their phones, talk about it on Facebook and tweet about it, creating an organic viral campaign, maximizing the spread of your brand and what you are advertising.
Is 3D Projection mapping the future of Motion Graphics? Architecture being the new canvas for designers means that motion graphics can keep pushing the boundaries of our imaginations.
See Hyundai's take on 3D projection mapping
