Good morning from a very brisk Saturday in London. This video from Prague is starting to get some tremendous viral buzz in creative circles. The technique, called video mapping, is used to transform the 600 year old Astronomical Clock on Old Town Square in Prague into a visual storytelling masterpiece.
We experience “the construction of the clock from the architectural plans through the stone work of Peter Parler to a calendar board by Josef Manes. Visitors to Old Town Square will be able to look through the optical into the bowels of the game clock. Screenings will also mark the dramatic events – the Hussite Wars, the execution of Lords after the Prague Astronomical Clock damaged during the liberation of Prague in 1945.” Video mapping for this project was designed by The Macula, with production helmed by Tomato Production.
The motion graphics branding community has worked to push the boundaries of visual storytelling, engaging audiences at various touch points across the multi-platform chain. This has become more common on the sales side of the business as well with the big US channel upfronts having become more experiential (and environmental) in recent years, hosting events for the Madison Avenue crowd in locations as varied as the Museum of Natural History and the Metropolitan Museum of Art.
“Video mapping uses current technology available in the entertainment industry in a whole new way. The main bits of content are projected to cooperate with the selected object attempting to break the perception perspective of the viewer. The projectors can fold and stress any shape, line or space. Evocative play of light on the physical object creates a new dimension and changing the view of the seemingly normal.”
Could we soon be seeing video mapping as a more significant tool in the brand storytelling arsenal? Love to hear what you think, post a message below or send me an email with your thoughts.
Click KEEP READING to see another recent example of video mapping