Movistar and Moma filled Madrid's Plaza Mayor with elves

In order to wish Christmas greetings to visitors to the Plaza Mayor of Madrid, The Moma agency developed an interactive mapping for Movistar in this emblematic square of the capital. The campaign consisted of the projection of an interactive audiovisual performance in which, to the rhythm of Christmas carols, Visitors to the plaza could dress up as Christmas characters and join a group choreography with spectacular visual effects typical of 3D mapping..

Movistar wanted to wish Christmas greetings to visitors to the Plaza Mayor in Madrid in an original and fun way, For which an interactive mapping was designed to coincide with some of the busiest days of the year in the emblematic square.. for two weeks, one of the facades of the place was transformed into a giant tapestry, full of color and movement, thanks to the projection of a performance where the spectators were the protagonists.

The campaign, developed by Moma, consisted of the projection of an interactive audiovisual performance in which, to the rhythm of Christmas carols, Visitors to the square could dress up as Christmas characters and join a group choreography in which spectacular visual effects typical of 3D Mapping were present..

Once characterized in a fun way, The participants were photographed to give face to the protagonists of the projection. They were carried out 5 daily passes achieving the participation of 15 different people in each of them to give rise to different congratulations on the same underlying message: “shared, “life is more”.

toy factory
In order to reinforce this idea, The plot axis on which each piece has been based has been this sharing with the closest people. So, The setting of these videos was a toy factory in which each character contributed their grain of sand to fill the homes of the world with excitement.. The support on which these videos were projected – a façade with windows – allowed us to play with the narrative., combining scenes inside (inside the windows) and the outside (on the reddish bricks).

For the action to be a success, all the technical means were available that made it possible to generate pieces each 20 minutes, without interruption. This way, numerous visitors to the Plaza Mayor enjoyed their 5 minutes of glory that each piece lasted, in one of the most emblematic places of Christmas in Madrid.

[youtube]http://www.youtube.com/watch?v=nltr6peNQXw[/youtube]