EE’s superfast 4G network launched last night in front of a VIP audience with a star-studded event at Battersea Power Station created by Drive. The power station was brought to life on a scale that has never been seen before through a ground-breaking display of 4D projection mapping, and performances by Nicole Scherzinger and critically acclaimed scratch DJ, DJ Yoda.
Using world leading architectural video mapping technology, the projection was beamed across the entire 8,000 square metre façade for the first time ever thanks to a bespoke screen designed and created by Drive. The screen itself measured 22m wide with a 40m drop, made from 6 panels on 7 steel cables, each of which is under 1.7 tonnes of tension and took a team of 12 people 30 hours to build.
Drive recently brought 4D to the X Factor for the performance of Labrinth’s single ‘Beneath Your Beautiful’. Nicole Scherzinger is the latest X Factor collaborator and is debuting the UK’s first digital Twitter dress, created by Cute Circuit, using no less than 2,000 LED lights, 500 Swarovski crystals and French silk chiffon.
The 4D show took the audience on a fast-paced journey through the world of 4G. Thousands of light particles were animated to convey the EE network bursting out of Battersea and across the UK, reaching different cities. The soundtrack was created exclusively by DJ Yoda for the projection, which included a black hole and a never-ending chain-reaction to emulate the 4D experience.
“Creating a 4D event such this plays to our passion for merging creative storytelling with technical expertise to create a multi-dimensional experience. Working with EE on the launch of 4G gave Drive the chance to showcase groundbreaking 3D and 4D video mapping and create a stunning visual brand experience that will live on in the social space well past the launch event” comments Ben Fender, CEO of Drive Productions.
View our latest foray into 4D here.
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To see some of our other global 4D projection mapping, including Ralph Lauren and Nokia, click here.