Projection mapping is one of the hottest trends in video production, which is why we’re not surprised that it has a home in Nashville.
The technique, which is an exciting new method of displaying artistic video and images, has primarily been used in large-scale settings. But as a digital agency, we’re always looking for ways to take larger-than-life ideas like these and make them scalable to business.
How It Works
What is projection mapping? It’s a way of using a high-end projector to turn any object of any shape into a projection screen. Large or small, crisp corners, rounded edges – you name it. It can become a screen.
Rabbit Hole Creative, based here in downtown Nashville, has specialized in large-scale projection mapping. They’ve used it to create a dynamic backdrop for MuteMath’s tour as well as a fully animated and transformable set for Telemundo’s “Upfront” presentation.
It was also used famously on Carrie Underwood’s dress at the 2013 Grammy Awards.
Projection mapping typically requires taking a photo from the exact placement of the projector to create a reference image, then masking off the area to be used as a screen. For the MuteMath project, Rabbit Hole Creative used a scalable replica of the set to design and test projections.
Effective use of shadows and highlighting, as well as taking advantage of the history and shape of the object being presented, make for the most dynamic use of the technology. Take, for example, this projection mapping used on the Sydney Opera House.
The two drawbacks to the technology? It requires a dark or dimly-lit setting in order to see the projections. And depending on the scale of the projection, the number, quality and cost of required projectors can quickly escalate.
How It Can Be Used
But, those limitations aside, it does present itself some unique, smaller-scale opportunities for businesses. Projection mapping lends itself to catching the attention of an audience, because it’s still new and used infrequently.
Take, for example, this demo project done for New Balance. Something like this could easily become a commercial – for either television or web usage. Or, maybe even an in-store display.
What would a trade show demonstration look like with projection mapping? How about a product launch? For a startup, what about a pitch presentation?
Smaller scale uses of this evolving technology definitely exist. There’s still a lot of room for innovation. And it’s one we’re excited about experimenting with here at Ten Fast Feet Interactive Agency.