The Visual Orgasms of Video Mapping and Projecting

I'm sure if you asked around if people knew what video mapping was you're most likely going to get a "huh?" as an answer. Which is fine. It's not a common question and it's not something that has been introduced to the public as commonly as that. If you ask what a video projection is, I am sure you would probably get a clearer answer. However video mapping and projecting isn't just a video projection. It's that times a thousand and much more.

So what is video mapping and projecting? Projection mapping describes the technique for video projection that can make use of any surface and turn it into a dynamic visual display. It can be used to bring buildings and objects to life, create immersive environments and to provide exciting interactive experiences. A variety of different methods can be employed to achieve the desired effect but it always involves a combination of an extremely high degree of creative skill and intricate technical planning. Typically the content features a mixture of computer animation, 2D and 3D effects, live action video and traditional trompe-l'oeil techniques. Once a site is surveyed and scanned the target building has been selected an initial feasibility study is undertaken. Accurate building and environmental data are gathered to assess the complexity of the project - photographs and measurements are taken and often a 3d laser scan is undertaken.

I was first introduced to video mapping and projecting when I worked for Walton Isaacson. Walton Isaacson along side Pearl Media had just completed I huge video mapping and projecting project for Lexus. When Lexus launched their new hybrid model, the CT 200H on Earth Day, they took an unconventional approach befitting their unconventional car. Targeting a Gen X and Y audience, they created the first ever “Earth Night” and captured the attention of thousands of people on the streets of Hollywood, California with a live event unlike anything anyone had ever been seen before. This was all in 2011 so the audience response to something so new and innovative was a success. Ultimately this project was just another fancy, upscale, piece of outdoor advertisement. 

Today video mapping and projecting has been taken to further heights. Companies either selling products, promoting events or just creating a newer levels of visual stimulation for audience's and people at events has been part of today's norm. The video mapping and projections that have taken interest from me personally are the ones set up by artist as art instillations with a mixture of live performances and video mapping as a collaboration. Artist have taken there exhibits to a whole new level creating visual stimulating installations that leave your eyes actually saying, wow, how did they do that? That is what I call a video mapping- visual orgasm. With todays technology, emerging media seems endless. It is just fascinating to know that as new media is emerging it seems to be pushing towards a world of mainly visual consumed, voice controlled and less hands on application.