3D projection mapping is a relatively new form of projection that is being used to transform buildings, monuments and geographical features around the world. Incredible advancements in projection technology have now enabled marketers and creative agencies to project 3D animations and effects on to existing 2D surfaces.

This method is still in its infancy and as a result there is not a great deal of technical information available on the internet to help explain the origins and the ins and outs of how it is done. In researching this post I could only find an article from Wikipedia which describes 3D projection mapping as “any method of mapping three-dimensional points to a two-dimensional plane”. That definition makes it sounds a bit dull and boring so I have included some video examples to show how impressive this new visual innovation really is.

This first example was produced by H&M in 2010 to announce the launch of their new flagship store in the city. The video shows how they transformed a building in the city using an incredible combination of colour, 3D effects and sound.

This next example shows how monuments and other man made features can be totally transformed using 3D projection. The Christ the Redeemer statue in Rio de Janeiro was used as the centrepiece for the launch of an anti-child abuse campaign in 2010. The level of detail of the projection on this clip is amazing especially when you consider the statue is almost 40m high and it is placed on top of a 700m mountain in the city!

The final example in this post was recently released by Carlsberg. It is a fantastic example of how a geographical landscape can be used as the platform for 3D projection. The white cliffs of Dover were used as the base for this innovative advertising campaign.

Although there is not a great deal of information available to example 3D projection mapping at the moment, it is clear that more and more creative agencies are using it around the world to create memorable centrepieces to their campaigns. Keep your eyes peeled for more examples as they hit our screens in the coming months!

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Simon Malone