mclcreate’s projection mapping vision drives industry event success for Epson at ISE
“Make our participation at Integrated Systems Europe 2017 one that our customers will never forget!”
That was the challenge laid down by electronics giant, Epson Europe, to live events expert, mclcreate, ahead of the world’s largest trade exhibition for audio-visual (AV) professionals held recently in Amsterdam. mclcreate delivered just such an impact with an outstanding projection mapping show, deploying Epson’s own flagship projectors on two dramatic stages during the event – Epson’s award-winning* booth at the heart of ISE and its European Partner event, hosted this year at the National Maritime Museum.
The visually rich panorama created by mclcreate in both arenas demanded a strong, thematic link. They also presented the opportunity for quite different mapping approaches which showcased the elite performance capabilities of the Epson Eb-l25000u pro-AV projector series, newly unveiled at ISE 2017.
At the National Maritime Museum, Epson invited mclcreate to provide a magical projection-based entertainment for a gala dinner audience of 400 AV professionals from across the EMEA region. The banquet took place in the Museum’s 17th century walled courtyard, now enclosed by an architectural glass roof structure. Inspired by the dramatic potential of this huge, rectangular space and with Epson’s words clear in their mind, mclcreate devised a show-stopping, 10 minute production which brought this prestigious function to a vibrant, high energy finale themed around vivid brightness and fluid natural imagery using the precise, dynamic colour palette of Epson’s projectors. Three dancers performed live on stage in front of a giant presentation screen which provided the canvas for the projection mapping as it seamlessly ebbed, flowed and played around the historic courtyard walls.
Ahead of the event, mclcreate rehearsed and filmed the dancers in a green screen studio, so that they could fully blend the choreography with the creative narrative of the mapping piece to produce a unique and spectacular experience for all Epson guests attending the event.
“At our European Partner event, we wanted to provide our customers with a truly memorable experience by creating a visually stunning show to demonstrate precisely what our new laser projectors are capable of,” says Neil Colquhoun, Executive Director of Professional Displays, Epson Europe. “The magnificent architecture of The Maritime Museum, created the perfect backdrop to project the sharpest, brightest and most colourful images possible. The installation itself, together with the customer feedback we have had, is testament to our partnership with mclcreate and shows that they understood what it is we wanted to deliver – an unforgettable experience and a positive reminder of this year’s ISE.”
On its booth at ISE, mclcreate told a different yet equally compelling story. Here, the creative vision for their mapping piece mirrored the geometric shapes of the Epson stand design. Patterned projection windows encircled a Mercedes AMG Formula One car, suspended horizontally onto a 9m x 7m wall. Connected narratives filled each geometric window whilst the car itself also formed part of this canvas, as it moved from the grid onto an F1 circuit. The three minute mapping story, repeated on a loop throughout the four day show, then transformed into an explosion of rich, organic colours, shapes and effects to reveal the powerful capabilities of the Epson Eb-l25000u projector.
mclcreate scanned the surface of a real Mercedes AMG Formula One racing car with 3D lasers, which gave the exact measurements needed to produce a flattened 2D-projection (UV) map. Next, the company developed the storyboard and, once finalised, set to work programming a video sequence to bring it to life at ISE. The footage is projected onto the car and surrounding panels using fourteen Epson Eb-l25000u projectors controlled by a D3 4x4 Pro media server and 4 x Q-DVI VFC (Video Format Control) cards. mclcreate’s team of four expert technicians built this precision set up for the Epson Stand in just 36 hours.
“With a huge audience of the world’s leading AV professionals to impress at both venues, the pressure for mclcreate to deliver technical as well as creative excellence was immense,” adds Jamie McAffer, mclcreate’s Creative Director. “The results are bold and imaginative statements that clearly demanded attention and instantly communicated the technological innovation, premium performance and forward-thinking expertise underpinning the Epson brand. We’re enjoying our partnership with Epson and can’t wait for them to talk with us about their next challenge!”
*Epson’s booth was adjudged Best Stand Over 100m2 at the event in the inaugural ISE 2017 Stand Design Awards, independently organised and judged by EXHIBITOR magazine. ISE 2017 saw 1,192 of the world’s leading AV equipment vendors showcase their products and services to an all-time high audience of 73,413 registered visitor attendees.