Pearl Media’s PETCO Park Projection

Gail Chiasson, North American Editor

Pearl Media, specializing in out-of-home brand experiences, deployed a massive 3D projection on the side of San Diego’s PETCO Park recently to promote the launch of THQ’s upcoming new video game Saints Row: The Third.

THQ is a developer and publisher of interactive entertainment software, based in Los Angeles County, California. Its products are sold globally. PETCO Park is home to the San Diego Padres professional baseball club.

The projection brought thousands of Comic-Con attendees and consumers into the streets to view 3D-projected images from the Saints Row: The Third, including the main characters smashing through the walls of PETCO Park – all seen without the use of 3D stereoscopic glasses.

Using six state-of-the-art, 22,000 lumen HD projectors all blended to create 3D imagery (Amusingly, Pearl refused to tell us the projector brand. Ed), Pearl Media’s proprietary advanced 3D and mapping technology, lighting, sound, shadows and animation, the 3D projection was mapped to the contours of PETCO Park, offering consumers a unique and never-before-seen three-dimensional view of the video game.

“Pearl Media is thrilled to bring our groundbreaking 3D mapping projection technology and hardware to Comic-Con for the first time ever, especially for the launch of the high-profile, fan favorite video game,” says Josh Cohen, president and CEO of Pearl Media. “With such a tech savvy audience at Comic-Con, we saw this technology as a tremendous opportunity for the entertainment and video game industries to stand out in a unique and exciting way that offers consumers something they have never before witnessed.”

“The Saints will not be contained to two dimensions. Watching them go to war against the Syndicate is exciting enough. Watching giant 3D characters from Saints Row: The Third exploding through PETCO Park takes it completely over the top. In true Saints fashion, we don’t do anything small,” said Brian Coleman, vice-president, North American marketing, THQ.

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