You might remember the Sony PlayStation Store adverts we featured here on Geeky Gadgets earlier this month. These adverts were particularly notable because they were created with no post-production, a feat that is quite rare in today’s digital age. The three adverts used projection mapping, with amazing effects to create the new promotional videos for Sony’s PlayStation Store. Sony has now taken the wraps off how they were created and released a video unveiling how the effects were added and filmed.
The Creative Process Behind the Adverts
The adverts were created by the creative agency Studio Output and the Marshmallow Laser Factory. The team used a range of technology to create the adverts’ visual effects. Projection mapping, the technique used in these adverts, involves projecting images onto irregularly shaped objects, creating a 3D effect that can be incredibly lifelike. This method allows for a dynamic and immersive experience, making the adverts stand out in a crowded media landscape.
Projection mapping has been used in various high-profile events and installations, such as the Sydney Opera House light shows and the Disneyland castle projections. By using this technology, Sony was able to create a visually stunning and engaging set of adverts that captured the attention of viewers worldwide.
Behind the Scenes: Technology and Techniques
To achieve the remarkable effects seen in the adverts, the team employed a combination of advanced software and hardware. High-resolution projectors were used to ensure that the images were crisp and clear, even when projected onto complex surfaces. The software allowed for precise control over the projections, enabling the team to synchronize the visuals with the physical movements of the objects being projected onto.
One of the key challenges in projection mapping is ensuring that the projections align perfectly with the physical objects. This requires meticulous planning and calibration. The team likely used 3D modeling software to create a digital representation of the physical space, allowing them to plan the projections with a high degree of accuracy.
The use of projection mapping in these adverts is a testament to the power of combining creativity with technology. It demonstrates how traditional advertising techniques can be enhanced with modern technology to create something truly unique and memorable.
You can view all three PlayStation Store adverts here. Enjoy!
The video released by Sony provides a fascinating look behind the scenes, showing how the team brought their vision to life. It includes interviews with the creative minds behind the project, as well as footage of the projection mapping process in action. This behind-the-scenes look not only highlights the technical expertise required but also the collaborative effort that goes into creating such innovative adverts.
Projection mapping is not just limited to advertising. It has applications in various fields, including entertainment, art, and education. For instance, museums use projection mapping to create interactive exhibits, while artists use it to create immersive installations. The technology continues to evolve, with new advancements making it more accessible and versatile.
Source: Kotaku
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