It hasn’t really caught on too much here in the states but around the world there are more and more marketing firms using 3D projection mapping technology to promote all kinds of products. What is 3D projection mapping? It’s a new projection technology that projects images (typically CGI) on to a three dimensional surface instead of a flat screen to give the appearance of movement on that object. For the most part it looks cool but it hasn’t really caught my interest…until now! The marketing execs at Mattel hired marketing agency Muse from Amsterdam to create a secret Hot Wheels Stunt race which appears to completely destroy the Customs House historic building in Sydney Australia. I wonder if the marketing machine behind the next Transformers movie will take advantage of this technology?
On Thursday March 10, Hot Wheels™ lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney, Australia. In a spine tingling show, the notorious Hot Wheels™ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle.
Brought to life by international digital advertising agency Muse Amsterdam, in collaboration with PostPanic and BeamSystems, the projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.
Senior Marketing Manager: Amanda Allegos
Senior Brand Manager: Ben Caddy
Muse Amsterdam (NL) www.muse.nl
Client Services Director: Michael Littaur
Project Managers: Bert-Jan Strating, Wouter Donkers
Creative Director: Sander Ejlenberg
Art Director: Philia Beroud
Design: Magnus Löwing , Elano Collaco do Monte Teixeira
Strategy: Karlijn van den Berg
Production & Animation: PostPanic (NL)
Technical supervision: Beam Systems (NL)
Sound design: Massive Music
Local Agency Mattel: 2Fish (AUS)
Hardware: TDC (AUS)