Today the UK population head to the polls for a General Election to decide who should lead the country for the next 5 years and this evening Projection Advertising will attempt Battersea power station’s most impressive projection to date – basically twin, 3D mapped projections will be place onto both of the famous north towers and chimneys using their (relatively new) video-mapping technology AdTrace.The projections will also feature live on Sky News from 21:00 through to 05:00 as part of Sky’s (over night) election night coverage.
The AdTrace projections will feature 3D visual effects illustrating incoming results live as they come in as well as the predicted results from the exit polls.
Although Sky used 3D mapped projections for their recent (TV) leaders debate coverage this will be the first time that 3D mapped projection will be used to deliver up-to-the-minute results and information for such a high profile event.
The central theme of tonight’s projections is looking inside the power station to reveal the election results. The front facades of the power station will withdraw to reveal lottery balls dropping down the chimneys into the power station as well as the fronts of the building will literally unzip to reveal the party leader who is ahead and what it could mean for the country.
Projection Advertising will also turn each of the front towers in to the door of 10 Downing Street which will swing open to reveal the leader of the country.
Tonight’s event illustrates the difference in engagement factor between conventional light projection and 3D mapped building projection – the latter’s ability to captivate viewers, convey succinct messages and provide a innovative brand exposure.
Sky have taken the concept of 3D mapping and run with it for their coverage of the 2010 election but it is a medium so versatile that it can be used as a centre piece of any big event, marketing campaign or television programme.
We will have more photos on Friday.