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As time passes, technological advancements seem to be moving faster and faster, leaving each previous advance in the dust and rendering it obsolete mere months after its conception. One such advance in technology is the use of projection and projection mapping, a video effect that utilizes existing structures like buildings or screens as a kind of visual playground for digital effects. If you’re the kind of company looking to make your name memorable, looking for projection event production in Houston is a good first step. 3D Mapping / Projection Mapping What is projection mapping, also called 3D mapping, anyway? It’s the use of digital objects, ideas, or landscapes in often surrealistic or pseudo-natural ways to create moving images that adhere to the physical space of whatever object they’re being projected onto, like a white screen or even a stone building. Inanimate objects are able to be animated so that they move of their own accord, creating a kind of miniature movie or presentation depending upon their intended use. Bricks can appear to be removed from the side of a building, leaving a gaping hole. Windows can be made to look like human eyes. An entire blank side of a wall can be turned into a ride through space and time via rocket ship. Anything is possible with this visual technology. Advertising Advertisers have recently found out how effective this kind of technology can be when displayed publicly. Using the surface of a building to project on means little to no clean up afterward and the building remains undisturbed. The clothing store H&M opened a new store in Amsterdam in 2010. To celebrate, they had projection mapping done across the front of their flagship building. The show started with a large, realistic red ribbon and bow coming undone across the entire length of the building before spiraling out into animated music notes touching every window, among other things. Crowds gathered to watch the spectacle, as they tend to do with this kind of projection, and you can be sure they remembered it long after the event was over. Music Videos This projection mapping technique isn’t just for inanimate objects. As the hype surrounding it grows, so too do the possible uses for it in other ways that hadn’t been thought of previously. In Rhianna’s “You Da One” video, projection is used in several scenes all over her body, utilizing different shapes to give contrasting ideas to form. One of the most famous uses of projection mapping is Amon Tobin’s “ISAM” stage show, where an already intricately designed stage allows for hyper-detailed projection to take place during the entire duration of his concert. Art Installations You could argue that each one of these projection events is a piece of art all on its own, especially considering the time, effort, and talent it takes to create just a 4-minute length of animations. One of the best instances of projection mapping as art is called “The 600 Years” and was a tribute to the famous Astronomical Clock in Prague. For its 600th birthday, the creators built an animation that showed the clock’s creation from the planning stages all the way up to the first building stages and its structural evolution through the years. As you can see, there are myriad uses for projection mapping that can be utilized to unbelievable, but highly memorable, effect. Whether you’re trying to gain customers through advertising branding, attempting to entertain the masses for special events, or an artist trying to make a point by animating the inanimate, looking for projection event production in Houston is a good place to begin your search.
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