Drive has transformed iconic Berlin landmark the Humboldt-Box into a vision of air travel in 2050 and beyond.
The show, which launches the Future by Airbus Smarter Skies campaign illustrates in stunning perspective how smarter aircraft operations could cut travel times, reduce emissions and lead to fewer delays. Public relations experts Good Relations turned to Drive to bring the Smarter Skies campaign to life and promote debate around this important subject.
Since its opening in 2011 the Humboldt Box has never been projection mapped and this presented Drive with an exciting opportunity.
The greatest challenge to our production team came in the form of blue mesh. The Humboldt Box is covered with a fine blue mesh which is non-reflective, and therefore an unsuitable projection surface. Drive had to cover the entire façade in a bespoke screen. The screen was designed to optimize the projection while also allowing the content to interact with the highly distinctive architectural features, most clearly seen in the paper aeroplane sequence. This has been tested extensively in Drive’s d3 lab, which enables projects to be sequenced and visualised as if on location.
Using the latest cutting-edge 4D projection mapping technology the story begins with the image of a single paper aeroplane launched from the balcony of the Humboldt-Box. A maze of 3D blocks depicts the obstacles created by current national air space boundaries, a spinning globe illustrates the thousands of flight paths currently being used. The show then takes passengers forward to 2050 through a time tunnel to demonstrate a world of flight where obstacles are removed. The show closes with a fleet of Airbus concept planes flying in formation, taking guidance nature in the form of Geese in formation flight.
Accompanied by an exclusive soundtrack created for the projection, Drive used two stacked pairs of 20,000 lumen Panasonic HD digital projectors, placed 60m from the face of the building to create a huge 30m by 30m projection.
“It’s always great to see the reaction of the client and crowd when a building as iconic and controversial as this is brought to life by technology. The thrilling part of this specific project is that it’s just the beginning of an important, global campaign.”
Jim Hudson, Production Director from Drive
To view the official film click here.
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