Ok, we're still in awe of the Ralph Lauren Digital Lightshow from last year. And now radugadesign, a Russian media design studio, has a new take on that innovative use of the digital projection called 3D Video Mapping (or sometimes just 4D Projection). Auto shows will never be the same. We need to head over to the North American International Auto Show in Detroit to see any other Auto teams are Changing the World of Automobile Marketing!
If you haven't yet been exposed to some of this cool Digital projection, it's called 3D Video Mapping and here's how it works.
- What is 3D Video Mapping or 4D Projection? An everyday object like a building is used as a canvas and projected upon with very high-quality, digital projectors. Just like a movie is sometimes projected on the side of a wall. But here's where it gets tricky. Instead of projecting just against a flat and plain section of the building, the entire object is scanned and a computer model of the building is created. With the precise knowledge of where every single window, door and brick is placed and exactly how the light will reflect off of cracks and crevasses of the building's geometry, a movie is created that makes it appear that the static object is actually coming to life.
In this video, as you'll see below, it wasn't a building. It was an Audi, which has been covered with a white canvas to ensure consistency of reflection. The use of that white canvas is sorta cheating, btw, but we'll cut them some slack since the outcome was so amazing. The movie created is that of another Audi, only the digital one being projected is racing across a moving background and repeatedly shedding it's color. You'll be amazed and a few times during the video you'll forget that the car isn't actually moving!
Nice job, radugadesign. It's stuff like this that's Changing the World.
From radugadesign on Vimeo.
