by James Silver, The Guardian
Under a railway arch in Shoreditch, east London, on a dark September evening, a crowd gathered to watch an advertising shoot for the new Toyota Auris Hybrid. The commercial – which involved a crew of 45 and seven projectors – used a complex technique known as projection mapping to throw a mix of “keyframe, 2D, 3D, algorithmic and dynamic animation” on to an Auris, bringing the car to life in a blaze of pulsing ice blue lights. Made by the digital agency glue Isobar, “Get Your Energy Back” set out to dramatise the technology within the car, which recycles energy as it drives. Glitzy and costly TV car ads are nothing new, of course, but what sets the Auris campaign apart is that it wasn’t conceived as a 30-second TV spot. Rather the Shoreditch event itself, along with its digital afterlife, was the advert.
http://www.guardian.co.uk/media/2010/nov/15/advertising-social-networking-digital-technology
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