Posts tagged “Watchout

SOTA Creative 360-deg. Mapping for Subaru Australia

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SOTA Creative drives game changing experience for Subaru Australia.

Following product supply challenges that resulted from the tragic Japanese earthquake and tsunami, Subaru Australia needed a game changing communication experience to re-motivate their Dealer Network and Launch two new models. As long term experiential agency for Subaru Australia, the team at SOTA conceived and produced a one-off experience incorporating a “Virtual Drive”, where all 240 people in the audience became passengers in a unique 360 degree cinematic creation. On over 125 metres of continuous screen, a Full High Definition projection system took our audience on a drive through some of Australia’s iconic landscape and environments.

SOTA Creative conceived and produced two major 360 degree cinematic experiences, one each for the reveals of the Impreza and the XV, plus continually changing 360 degree visual effects for environment design and speaker support for the duration of the evening. The images were created and edited to be delivered at Full High Definition (22,000 pixels wide and 1080 pixels high). The virtual drive experience was shot using a purpose built 9 camera rig which was mounted on a custom-fitted Film vehicle. Post production was done both in Los Angeles and Sydney and converted by SOTA to be projected through 12 Christie Projectors (HD-10k) and a Dataton Watchout Control system. Haycom provided the Christies and the staging/rigging.


all imagery courtesy/copyright SOTA Creative

After a worldwide search, SOTA Creative sourced a Los Angeles based camera system and rig capable of delivering 22,000 pixel width 360 degree images, developed a post production process to deliver the finished programs to a Watchout controlled system and then to 12 matched Christie projectors. Social Animal used the incredible SA360 rig to deliver the goods. (Make sure to check out their site for some cool interactive loops and extra footage- and some pretty amazing case studies).The continuous audience surround screen surface was a challenge in itself, needing to be floor to ceiling, while allowing “openings” for audience arrival, F&B service and the revealing of Vehicles and Entertainment. The LA team from Social Animal came to Australia for literally a 3 day shoot. IMG_0270We also used a still shoot of the interior of the car to produce the interior of the car and then this was added as the foreground of the video. We then had the challenge of doing rescaling up to 22,00 pixel width and had to crop it to our Aspect Ratio requirements and cut it up to suit the 12 Christie projectors (12 movies playing together using the ‘Watch out System”. And before all of this could happen we had to produce the foreground plate with the ‘interior of the car’. We produced this as a 22,000 pixels wide by 1080 high all played in full high definition. The end result was projection 106 metres around all the audience. Notice, also that the ‘rear view mirror’ had the same image as the ‘rear window’.

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The Projection Studio’s ‘Five Windows’

Projection Studio Hopkins Centre Dartmouth College HOP Robert Frost040

London- UK based Projection artist Ross Ashton was commissioned by Dartmouth College in Hanover, New Hampshire to produce an exclusive Son et Lumière show celebrating the 50th anniversary of its high profile Hopkins Centre for the Arts. The show ‘Five Windows’ was based around stunning large format projections highlighting the history, achievements and impact of the Hopkins Centre, which also houses the Ivy League College’s drama, music, film and studio arts departments. Giant images were projected on to the magnificent front façade of the Hopkins Centre, which was designed by architect Wallace Harrison and opened in 1962.


The College approached Ashton who has completed several prestigious projected art installations in the US within the last three years.
He comments, “It was an amazing opportunity to work with one of the most prominent educational institutions in the USA. The building is architecturally exciting, and compiling the storyboard and artwork was very interesting”. Ashton took a brief from the College’s Organising Committee who discussed what they wanted, and a student committee was also invited to present ideas that could be included. From there, he originated the concept for the 13 minute work. There was a historical and a future section to the show, together with a special dance piece devised by students and videoed against a green screen, from which elements were edited and integrated into the projection sequence. “It was really important to make it an all-inclusive piece and to emphasise the hugely diverse traditional and contemporary performance programmes for which the Hopkins Centre is renowned, as well as the reputation of Dartmouth as a liberal arts university,” explains Ashton, who knew from experience that dance as a medium “Would transpose very dynamically onto the front of the building”.

Ashton completed the story and script-writing in London, while Projection Studio’s Sang Gun Kim produced the motion graphics with some input from Ashton and Steve Larkins. Ashton asked UK-based sound artist Howie Saunders – whose cinematic credits include The Matrix – on-board to compose a special sound-track. This featured recording from the first events at the Hopkins Centre including readings by poet Robert Frost.
The front of the Hopkins Centre features several enormous arched windows, each of which were covered with bespoke Spandex shades made for the occasion by Rosebrand, and attached via magnetic strips to the steel window frames. The projection equipment was two Christie HD18 projectors, overlaid and located in a special hide positioned 17.5 metres from the front of the building. They were fitted with wide-angle short-throw lenses and supplied by New York based Atomic Professional Audio, co-ordinated by Dan Ostroff. Ashton worked closely on site with Hopkins Centre Production Manager Todd Campbell, audio technician Doug Phoenix and video tech Will Cleveland and they also hired carpenter Donald Winams. The Watchout show control system was programmed by Karen Monid. The big technical challenge was lining up the projectors across the Hopkins Centre façade’s different depths, which vary by up to about 5 metres … however some great teamwork resulted in a unique and memorable event to celebrate the landmark achievement.

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