3D Projection Mapping – Lexus CT200h – Hollywood CA from Pearl Media
If you were on Hollywood Boulevard on the night of Earth Day, you may have noticed the Roosevelt Hotel coming to life to celebrate the launch of the Lexus CT200h. Pearl Media, the out-of-home media company specializing in converting real estate assets into unique, interactive experiences, developed the state of the art 3D projection that transformed the building into part race track, part stage for the highly anticipated hybrid luxury vehicle. The event caught major media attention and created a larger than life experience for viewers of the launch.
The 8,000 sq ft projection towered over Hollywood Blvd using more than 15 projectors complete with advanced 3D technology, lighting, sound, shadows and animation mapped to the contours of the building that worked together to make images pop out from the walls and windows of the hotel. Pearl Media’s proprietary HD-3D technology displayed a breathtaking display of entertainment in HD theater quality. The show was approximately 4.5 minutes in length – far longer than a traditional broadcast advertising spot. The length and dynamic content presented a challenge for the worthy creative departments. They were charged with producing content that maintained a focus on brand messaging while avoiding the pitfall of becoming a novelty due to format.
The event generated a significant amount of buzz and was featured both on Extra TV and Jimmy Kimmel Live.
According to Paul Whitney, Chief Operating Officer of Pearl Media, the creative process typically takes approximately 2.5 months for a campaign of this magnitude. The Roosevelt Hotel was first put through a sophisticated measurement process which gathered geometrical specifications about the building’s dimensions, down to each brick and window, used to render CAT drawings to create a template for the show. Each animated asset is then created by Pearl Media’s in house animators. The company also has expertise with attaining special permits and setup for events. The creative agencies for this event were Zenith Optimedia and Team 1.
Josh Cohen, President of Pearl Media, has hinted at similar campaigns to be launched this year in the US. For clips of the Lexus Earth Night show and other industry leading projection technology campaigns see Pearl Media‘s company profile in the DOmedia Marketplace.
For more information about Pearl Media, please contact:
Paul Whitney | Chief Operating Officer | 973.492.2300 ext 13 | pwhitney@pearlmediaus.com | www.pearlmediaus.com
