Imagine walking down the road in the heart of town, staring vacantly at the building ahead of you and suddenly seeing it spring to “life.” The building starts to move, then collapses before your eyes, disintegrates into a million pieces and then morphs into a haunted house before disintegrating and regaining its slick shape again. That is the power of 3D Projection Mapping, or Spatial Augmented Reality as it is academically known.
Samsung used this technology in Amsterdam, stirring disbelief, awe and wonder among the public. Imagine pushing the boundaries of brand advertising with this tool for your product and connecting deeper with the audience like never before. Yes, now you can!
What is 3D Projection Mapping?
As technology evolves so does creative applications, taking advertising to unprecedented heights. 3D projection mapping gained traction in the mid-2000s, giving regular visual arts and entertainment a cinematic 3D effect. It is designed for large venues to enthrall a large audience with dramatic virtual effects. The projectors offer sharp 3D image quality and brightness that gives a realistic effect. No matter how big the surface or space is, the life-like image does not get distorted. The technology can be creatively applied on stage, in auditoriums, outdoor stadiums, events and trade-shows. Here’s how you can incorporate it into your marketing tactics and innovatively break through the clutter.
Impactful Product Launches or Promotions
Brands like BMW and Nokia have used 3D projection mapping to boost their marketing internationally. Smaller businesses have used it to tell stories and sell their products more impactfully. The larger-than-life, captivating, augmented images stop people in their tracks and remember the brand long-term. On videos, 3D projection has the potential to go viral, drawing hundreds and thousands of views. You can use the technology to launch a new product or promote it, secure in the knowledge that your investment will create a lasting impact.
3D projection mapping is a kinetic art that wraps over the physical elements of the structure it is projected on. Regular projectors are used on flat walls and surfaces to create these augmented images.
The images merge into the surface, integrating the real with the unreal in a mesmerizing way. It can transform inanimate buildings and sculptures into moving, morphing wonders, momentarily.
Use it to enhance live entertainment shows, animation, music, lighting effects and choreography. The Ralph Lauren’s Men’s clothing store in New York City employed the technology to introduce their new collection, keeping the audience glued to the stage right until the end. The experience guarantees deeper resonance, recognition and brand loyalty.
High Creative and Production Standards
3D projection mapping is for those who are looking for breakthrough ideas. It is not a DIY job. The process requires high standards of creativity to integrate innovative ideas into brand strategies, seamlessly. Production involves technical knowledge of equipment, setup, legal issues, programming, creativity, sound effects, crew management and of course, ou-of-the-box storytelling ability.
The entire process can take several weeks and months to develop. It’s not possible to use stock images to create new content for it may not fit into the measurements of the structure to be projected on. Good communication and a flexible, knowledgeable team are crucial to creating a campaign that will cut through the clutter, get embedded in your audience’s minds and put you ahead of your competitors.