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Excerpt:
"Projection mapping can be thought of as the trompe l’oeil tradition brought bang up to date. Armed with high-powered projectors, various hardware and software packages, and the permission to digitally ‘map’ and project onto a particular building,
a selection of studios are capitalising on the creation of 3D outdoor spectacle. But as more projection-based work appears, anchored to yet more brands, are we simply witnessing advertising’s latest infatuation with high-tech creativity? Or are these experiments actually paving the way towards fully realised augmented realities?
If you’ve encountered projection mapping before (also known as ‘video mapping’ or ‘architectural mapping’ when conceived on a large scale), it’s highly likely you saw it on the internet, rather than on the streets. But for brands, ad agencies, even the creative teams involved, that’s another part of the appeal of this emerging medium. Documenting the projection and the subsequent distribution of film and imagery online are almost as important as the event itself. A few hundred people might watch a performance – a landmark building changing shape and colour, even collapsing into rubble – but thousands, potentially millions, can see it online."
read the full post on creativereview.co.uk
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