I don’t usually blog about glue work so I hope you don’t mind this little self indulgence.
glue Isobar have created this campaign for the new Toyota Auris with Hybrid Synergy Drive (HSD). The car recycles energy as you drive – hence “Get Your Energy Back” – and we’re using projection mapping to bring to life the technology itself.
This technique is pretty hot at the moment (there’s a lot coming out right now) but we think it’s a bit different to the usual stuff out there, and strategically right for the brand.
Instead of using a building as a canvas, we’re projecting a CG car onto the real car from 7 projectors so you can actually walk around the car and experience the effect. We’re using a mix keyframe, 2D, 3D, algorithmic and dynamic animation to deliver the experience, along with practical effects, and it was all done up-close and personal at an intimate event in Shoreditch, in front of passers-by and invited guests.
We encouraged people who were there to share photos and videos to create a bit of buzz, and captured all that on the campaign hub. And once the event and animations drew to a close (at about 3am) Superglue moved in to get the last few shots they needed on the RED camera to create the final piece.
The film was produced by glue Isobar’s digital film unit, Superglue, which counts Commander Gavin Rothery, the VFX expert behind the special effects on Bafta-winning film Moon, as one of its team members. He did all the car transformation. The projection mapping software and geometry system was developed by Igloo Vision. You can see the other talented nutters in the ‘Making Of’.
It’s been picked up by the likes of Fubiz, Creative Criminals, Digital Buzz Blog, Creativity Online, as well as The Sun, The Mirror and lots of automotive blogs. There’s loads of Tweets floating around out there, and we’ve got around 35k views in the first 5 days.
Anyway I hope you like it – it’s been a massive all-round team effort.
Toyota Auris Hybrid: ‘Get Your Energy Back’ 3D projection mapping
Making Of – Toyota Auris: ‘Get Your Energy Back’
glue Isobar
Creative Director – Seb Royce
Creative Team – Nathalie Turton & Lorelei Mathias
Production Director – Julie Hart
Senior Producer – Tony Coppola
Account Director – Jess Burvill
Account Manager – Alex Jena
Head of Innovation – Dom O’Brien
Innovation Director – Andy Kinsella
Planners – Michaeljon Alexander-Scott & Katie White
Production and Post Production – Superglue
Superglue
Live Action Director – Mark Jenkinson
Animation Director – Simon Cam
CG Lead – Gavin Rothery
CG Artist – Marcus Chaloner
Producer – Jax Evans
Production Managers – Vicki Banwell & Marilyn Napaul
DOP – Ed Rutherford
Editor – Jose Gomez
Assistant Editor – Jamie Jenkinson
Music and Sound Design
Resonate Music
Projection Mapping Software and Services
Igloo Vision 360
You’re all familiar with Google Street View and the camera-topped Google Car – but what about all of the interesting places inaccessible to cars?
Enter the Google Trike, which started as a project by Daniel Ratner, a Senior Mechanical Engineer on the Street View team:
“I began thinking about building a bicycle-based Street View system after realizing how many interesting places around the world – ranging from historic landmarks to beautiful trails to shopping districts – aren’t accessible by car,” says Dan. “When I’m riding the trike, so many people come up to me and ask where it’s off to next or how they can get imagery of their favorite spot, so I can’t wait to see what our users come up with.”
Google’s Street View trike lets us take pictures of places that are not accessible by car.
Very cool use of Google Maps. Augmenting Aerial Earth Maps with Dynamic Information. Currently using crowd-casted videos, we generate a dynamic alive city in augmented virtual earth maps.
This is new app from Metaio can overlay tweets, messages, web pages and models in a real space for others to see.
The demo is pretty basic but it’s an interesting development. Personal or private tagging.. shop, restaurants and services with virtual comments for people to view by pointing a mobile at the location.
Mapumental is a collaboration between MySociety and 4iP that makes use of all the nation’s bus, train, tram, tube and boat timetables and turns them into a service that’s vastly more powerful than the traditional journey planners.
London creative design consultants Schulze & Webb wanted to explore the best way to visually navigate through dense cities.
What they came up with is now called “Here & There,” and it lets you simultaneously and seamlessly view a city from the point of view where your are standing and from a bird’s eye view in the sky.
Why? “Because the ability to be in a city and to see through it is a superpower, and it’s how maps should work.”
A visualization of the 2008 US movie box office revenues. each graph shows the trends in the top 25 movies at the box office for each weekend in a year. the color is based on the movie’s debut week so that long-running movies gradually start to stand out from newer movies with different colors.
