The Projection Studio creates gigantic video projections to promote Vodafone Firsts

In order to publicize the Vodafone Firsts initiative, The Projection Studio, in collaboration with the Wasserman communication agency, has carried out a pan-European campaign with large projections in the most emblematic places of the main European cities.

Vodafone has launched an initiative called Firsts, that seeks to connect people with technology to give them the opportunity to “do extraordinary things for the first time”. It can be physically challenging, a social action to help others, something creative or technological. Until the 7 August, proposals can be submitted on their website, from which the operator will choose 10 people who will help make their ‘First‘.

This initiative has been supported by a pan-European advertising campaign that focuses on large-format video projections in the main cities of Europe.. To launch this project The Projection Studio has worked with the communications agency Wasserman. The objective has been to encourage the public to use technology and apply it in those experiences that they have always wanted to do and have never done..

After seeing the screenings held at the Shell building for New Year's Eve in London, Wasserman Production Manager, Mark Bustard, asked Ross Ashton of The Projection Studio and his team to take charge of this initiative for the telephone operator.

The project has involved carrying out exhaustive field studies in the eight buildings where the projections were going to be carried out., including Budapest Sapientia College, the National Theater in Bucharest, Berlin Kulturbrauerei, Cairo CityStars, Rome Palazzo Farnese and the National Theater in London. After locating the most suitable buildings to achieve the greatest impact and visibility, The projection systems have been custom designed for each location and the suppliers and technical elements required to carry out the events have been sought..

The work has also included proposing projection positions and creating mapping networks that local suppliers can work with., Liaise with Vodafone creative teams, and specify the projection hardware and towers on which to locate the control systems.

Ashton has also been responsible for specifying the lux levels required for each job., the number of pixels needed to optimize the artwork and images, projection areas and equipment lenses. The experience of cartography and projection on buildings was used, which include some of the biggest landmarks in the world, to ensure a cost effective and very spectacular solution.

For the London show, Lyttelton Theater was chosen, which is part of the National Theater complex, since it is a very emblematic place and was ideal to achieve bright and clear results. Besides, Aston had already worked on that site before.