Call it "ROI at the speed of 'Like.'"
In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.
We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.
CLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here
Longtime readers know I dig 3D projection mapping - and have put it to use for clients.
And I have to say, this demonstration video adds some serious WOW. It's called "Box," and it comes from San Francisco-based design & engineering firm Bot & Dolly. And it's a fantastic demonstration on taking 3D projection mapping to a whole new level by integrating 3D computer graphics, robotics and an actor.
Just think of the application outdoors, in-stores, in-concert or anywhere you want to create a wow moment with consumers.
According to io9, this was all taken in one shot, and captured entirely in-camera (ie, no post-production touch-up).
Read more about the initiative here. And then ask yourself: How might your brand or clients put this kind of tech?
Call it 3D projection writ small. Very, very small.
In January, I posted about an initiative we spearheaded to super-size a client's core message on a 12-story building through the power and magic of 3D projection mapping.
In celebrating its 10th anniversary, Ropongi Hills - a renowned Tokyo landmark, decided to use the technology in reverse - with a remarkable digital campaign called "Tokyo City Symphony," an interactive website where you can experience playing with 3D projection mapping on a 1:1000 miniature model of Tokyo.
According to the Mori Building Company, the handcrafted model is an exact replica of the cityscape of Tokyo in every detail. Three visual motifs are projected onto the city in sync with music: "Future City," conjuring futuristic images, "Rock City" that playfully transforms Roppongi Hills into colorful musical instruments and monsters, and "Edo City," or "Traditional Tokyo," that portrays beautiful Japanese images.
One very big small idea.
Check it all out yourself, here.
Lexus is pushing the limits again - just in time for this year's big SI Swimsuit Issue.
There was that 3D projection mapping experience on an LA Hotel a while back. And in October, the brand brought a print ad to life with the help of a handy iPad.
This time out, Lexus is going a bit simpler, keying into QR codes - the scanning of which reveals models kinda-sorta hidden in SI print ads for the new IS.
Still, the pursuit of perfection could have added a little more punch to the reveals than just having the models strut toward us. Integrating with the car in some fashion - or really just doing anything a little more interesting - would have been a better pay off for going to all the trouble.
Okay, it's still pretty cool. And it's apparently just the opening act. According to ADWEEK, the Lexus IS is also included in Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas.
Get the full scoop here.