22.12.10

QED provides projection for 3D Toyota launch

Four Christie Roadster 18K 3-chip DLP projectors have been involved in a viral marketing campaign taking place over three days in a tunnel in Shoreditch, London recently.

Passers by were treated to a visual installation entitled Get your energy back, which used the latest 3D projection mapping techniques to dramatise the technology contained within the new Toyota Auris hybrid car.
Creative agency Glue Isobar created 90 seconds of animation for the projection, showing the body of the Auris transforming. The content was played via an Igloo PC running at 1920x1080 resolution, through the Roadster projectors, and was distributed over a fibre-DVI extension system.