3d projection mapping for buildings has been done for advertising and agencies for a few years now, but it has only thrived in post via youtube for brands.
The recent use of 3d mapping for the Cleveland Cavaliers made its way around the internet recently for a few reasons. Its an interesting example of an existing solution, mapped to a new type of problem, which just seems to fit. The solution is entertaining, and contextually makes sense. Here are a few more thoughts on this project.
1. The game court is essentially an empty screen while the game is not going on. Therefore, how can advertisers or programmers use this space for fan engagement. Can we take this a step further?
2. Pregame and halftime shows have been historically very analog. I know this show must have cost a lot for projection, but it also made an impression. However, I wonder if being in the dark was a problem for some fans trying to find their way to their seats.
3. Rethinking opening sequences. 3d mapping in general has never really added to an experience, it has only been a wow factor thing that made people stop and look. However, in a “coming attractions” context, it was a great opener to the show. The key here is that the technology added to the story and fan experience, rather then just being for tech sake. This is a very important distinction.
Technology without context and purpose is just a fad. But use it as a tool for create a touchpoint for something memorable, and people will never forget it.
pd – 9 minutes.