New Audi A6 revealed in 68m wide 3D projection created by Emerald City and The Projects
July 28 2011, 2:55 pm | | 19 Comments
For the launch of the new Audi A6 at the Royal Hall of Industries in Moore Park, Sydney, The Projects came to Emerald City for a projection that would showcase the massive 68m wide surface inside.
Emerald’s brief was to synchronise a custom mapped projection with the live reveal of the new A6 and bring the entire event space to life, giving the audience of 500 something they would remember. They used depth, illusion, sophisticated 3D imagery, visual effects and digital cinema surround sound to drive home the progressive Audi message in a truly world class event.
Music was composed by Paul Mac and Johnny Seymour in conjunction with Silencio.
19 Comments
boring.
This idea is the ‘corporate risque’ stuff that makes me sick. The corporate arses say “Be creative, think ‘outside the square’, but safe and in line with our number crunching marketing team”, all that’s bad about advertising and this work fits into that.
In fact I would sooner but pins in my eyes and a soldering iron up my nostrel than attend this.
Don’t worry @ 4.57. It would only have been attended by the usual list of D-grade “celebrities” and assorted Sydney wankers.
People taking insight-less and ignorant swipes at other peoples work, believing that to be a valuable contribution to the conversation is actually what I hate about the advertising industry. Does bitching make you feel better about your own work? Well done on taking the quality of debate up a few notches guys.
Well said 5.26pm.
I was there on the night and admittedly I’ve never seen a “3D building projection” before but it is an amazing technique and way way more impactful that what any normal video can do. Very cool – though hard to capture the 3D effect in a video of the night.
Nice one Macca and Anon. Hope you’re cracking that cereal/telco offer/pharma brief wide open with a low budget TVC and some print shot alongside. When you next get a brief think to yourself these words “I talk low grade shite to the masses. Wish I could do gorgeous, inventive, targeted work”. Then, when you finish the layout of that cereal/telco/pharma ad that the client designed and briefed you like a mac monkey on, check the clock. 11pm. On your way home grab some thai takeout. Yep, your brilliance is worth that $50k.
“Sydney Wankers”. Happy to take it as a compliment. I was there. How was your midnight Mee Goreng? No doubt as mediocre as your input on your briefs.
I’m pretty sure that BMW did this in Asia about a year ago.
http://www.youtube.com/watch?v=E7ryMzZQICA&feature=related
a bunch of businessmen watching a long and boringTVC projected onto a wall. brilliant…
A really big picture of a car. On a wall. Brilliant. And you charged the client concept development time?? That’s the really clever part.
I find it fascinating that all some people seem to be able to do is whinge and bitch like a bunch of pre-pubescent schoolkids. Do you know what the brief was? The schedule? The budget? Sure, maybe if they had 6 months and a million bucks its lame work, but maybe it was 5K and they had a week and it’s a hell of an achievement. I have no idea, but I doubt you do either.
It would be great if the comments section on sites like this were used for something remotely productive, like a valuable conversation.
3D mapping projections are no longer a new thing, so they need to be of value to the product/client in a functional way. People don’t just ooh and aah at a crumbling building or water gushing out the windows anymore, so inevitably these things need to be more on brand, and actually communicate key messages. It looks like this project did a bit of that reasonably well so kudos. It also looks like there’s a bit of re-hashing the Audi TVC’s in there too (surely something stipulated by the client), which isn’t so interesting, so hopefully next time Audi go the extra mile.
Anyway, I hope Audi loved it, and as a result they, and maybe more companies, want to do more of this kind of work in Australia, it would be great for our industry. Maybe then people like the Vivid Festival might realise they don’t need to go to some company in France to do the Opera house next year, and we can get an Australian company to do it – as it should be.
Blah blah blah, matt this is boring,unoriginal and shouldn’t be on a creative blog end of story
Look out it’s the blog police!
Matt you completely miss the point. The brief is irrelevant, people don’t see that. Only the work counts. And this piece of work doesn’t count for much.
Actually I didn’t miss the point. It’s true that the work should speak for itself and not require an explanation. My point was that there is always a bigger story behind the end product than anyone on a blog could know, so what’s the point in spouting negative vitriol about it? It doesn’t do anyone any good. If you are going to come on a website, and take the time to write comments about people’s work, you might as well say something worthwhile. It’s not that your opinion is invalid, but It’s like walking up to a complete stranger in the street and saying “you’re ugly and stupid”. Why would you do it? I guess I have hopes that maybe sites like Campaign Brief might be used for worthwhile discussion is all.
matt I’m sorry but i found the comments made here to be both fair and accurate. we all realise that in this game there are times when we are forced to whether its because of budgets, timings or whatever, come up with solutions that just do the job and aren’t always amazing. the thing is though we don’t then go and post those pieces up on a creative blog and the only reason i can think someone might do, is if they actually think its good work. I’m sorry to say to all involved but this simply isn’t and in fact i’d like the 3 minutes i spent watching and waiting for something to happen back please. i could have boiled an egg instead.
this must be why they’re called the projects…
This is ground-breaking work. The euro-pop music makes me want to drive an Audi down George Street in Sydney.