Until now, 3-D mapping has largely been used to project dazzling special effects onto the facade of buildings at outdoor events. The display of colored lights, towering cascading images and shadows of dancing giants enthralled crowds. But as awesome as these performances were, they felt random and experimental, a new invention that had potential but, as yet, no defined purpose beyond a gee-whiz demonstration of its possibilities. That’s why this 3-D court projection produced by Virginia-based Quince Imaging in partnership with the Cleveland Cavaliers basketball team is so interesting. It uses 3-D mapping to enhance the excitement by integrating it into its regular program. Using a combination of 3-D mapping techniques and video content produced by the Cavaliers’ QTV team and Think Media, Quince transformed the court surface and surrounding screens into an immersive video environment. The system was comprised of 16 HD projectors, creating a pixel space of 3600×1878.
When the product is as commonplace as facial tissue, there’s no need for advertising to explain its benefits and uses. Civilized people know. So, Japanese ad agency, Dentsu, found a more compelling way to promote the Nepia paper brand by making origami animals out of Nepia tissue. The video performance feels like a magic act, with sheets of tissue transformed before your eyes into elephants, snakes and frogs and back into tissue. The white tissue and austere background help to suggest the clean, soft and feathery lightness of the product. This stop-motion animation was directed by Fuyu Arai with creative direction by Hitoshi Sato.
Starbucks in the UK found a novel way to promote its discount latte special, available only on Mondays until February 18. London-based ad agency AMV BBDO created a stop-motion video to tout other great events that happened on a Monday, citing Neil Armstrong’s first walk on the moon, the first chiming of Big Ben, the first performance of Shakespeare’s Macbeth as examples. The entire commercial was produced in-house at Brand New School, using items from Starbucks for props. Coffee cups, napkins, wooden stir sticks, straws and corrugated java jackets serve as stand-ins for super heroes, landmarks and Macbeth’s three witches hunkered around a cauldron stirring up “toil and trouble.” The charm of the animation is its playful homemade quality. The only question is did someone at AMV dream up the idea on a Monday?