Bmw Wanted an event that would help fans experience better
in brand and its core value of joy, so they created the first 3D project
mapping in Asia. This was displayed over the course of two nights on two
separate buildings highlighting BMW’s brand purpose and new product range.
Bmw Wanted an event that would help fans experience better
in brand and its core value of joy, so they created the first 3D project
mapping in Asia. This was displayed over the course of two nights on two
separate buildings highlighting BMW’s brand purpose and new product range.
The viewer is immediately enveloped in the project mapping
as giant hands appear to be taking the building apart. These hands have an
important part in the projection and are found throughout the animation. I
think the hands working helps the viewer relate a little more to what is
happening and become more interesting on what they are doing and what is
happening
They can also be seen changing the calander faces,
controlling an app like animation and typing. All these movements all things
that the user has experienced in his life and can relate to.
A host of 3D animations can be found throughout the
projection, one of which is the type animation which is used several times. The
flat surfaces of the buildings are given depth when words are placed on the
screen in old pixel fonts with their own set of shadows. They are used in
static, moving and typed scenarios always retaining their 3D elements. Some of
the type is elevated from the surface to provide even more depth and spectacle.
This technique is very simple and effective in my opinion as it grants an easy
understanding using simple shapes with a dominant white colour and blue
accents.
The 3D block are also used to create and 8-bit scenario,
where what appears to be a sitting man is petting a dog with a tree and a
window in the scene as well. The man gradually gets up and walks out of the
scene. Due to the 8 bit art style, white colours and so short duration I think
that this animation was a little forced as it doesn’t have enough time for the
viewer to understand it. With that in mind it does have its positive
attributes. This is one of the simplest
ways of telling a story with little input in design and work space, this in
conjunction with colours and well thought out backgrounds could be a cool theme
to project on the face of a building when building your own narrative.
Another amazing animation in my opinion is when both 2D and
3D elements are used to create and App like interface. The combination of
depressed walls to create the workspace and the animated 2D Elements create a
flowing and smooth segment in this projection. It evokes fun as the God-like
user is messing around seeing what suits him best, having some creative control
it’s like you’re playing a car game.
Kind of reminds me of this: http://www.topspeed.com/car-games/car-games/drag-racer-v3-ar28122.html
so to me at least it does evoke a fun feeling.
Cameos are also found twice in the animation; Pacman and
Pong, two of the most iconic games of their time. They are quite random to say
the least, maybe they wanted two iconic symbol of gaming wonders to further
strengthen the value of joy. As everyone has had a run in with these characters
at some point in their life. Could we find some Iconic elements to help aid our
own projection mapping keeping the Christmas theme in mind?
There are little transition effects changing from one scene
to another, they generally just change to black. One outro though uses the
boxes and anti-gravity.
To conclude this projection was well presented, given the
messages BMW wanted to send to the viewers. All animation segments were themes
that evoke joy whether be it games, positive words or real world events. It is
short and straight to the point most of the time, not confusing the viewer in
any way. You can view the full video here : https://vimeo.com/12168628
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