Fanta floods the street with audiovisual art and Christie technology

Eclipse Staging Services recently tapped Christie's expertise to help deliver an amazing mapping-based street marketing effort for the Fanta brand., of Coca Cola, in the Middle East.

Under the title of Fancy, Eclipse Staging Services recently tapped Christie's expertise to help deliver an amazing mapping-based street marketing effort for the Fanta brand., of Coca Cola, in the Middle East. Four Christie Roadster HD18K projectors, each equipped with Twist cards, and stacked two by two, made possible an invigorating projection mapping on the Souk Al Bahar shopping center building in Dubai. Commissioned by Tomato Production, Prague-based production company, to project the amazing advertising campaign for the Fanta brand, of Coca Cola, in the Middle East, Eclipse turned to Roadsters, equipped with lenses 2.6-4.1:1, to project from a cafe on the first floor of the largest shopping center in the world, at a distance of 114 meters on a surface of 3840 x 1080 resolution. Christie HD18K projectors were chosen to ensure maximum impact. The Macula company, creative partner of Tomato Production, was responsible for providing Fanta content in the form of a video game with chase sequences included. “After discussing Fanta's preliminary creative desires and the Souk building's shortcomings, which was not very friendly to say the least for mapping, we prepare a basic concept”, said Martin Posta, by Tomato Production. There were two characters represented in the projection, who were chasing each other, and that they were small enough to be visible in a building with such discontinuous architecture. The rest of the content was based on a story produced by The Macula artists. Using cameras and working at night to make the layout around the building, mapping specialists were able to position the projectors for the event.

[vimeo]http://vimeo.com/24878313[/vimeo]