When Anheuser-Busch recently launched its new “Oculto” premium beer, it pulled out all the stops with a multi-faceted campaign featuring events, social media marketing, outdoor and print ads.
The pièce de résistance was a colossal projection mapping spanning the vertical height of the Intercontinental Hotel at Bayfront Park in Miami, Florida.
Projection mapping artists Integrated Visions Productions engaged video production expert DWP Live for the projection, which selected Barco large venue projectors as their “go-to” solution for massive pixel mapping spectaculars.
Innovative Branding Across the Miles
The brewing company honed in on the Miami market as a key target audience to launch the new brand with emphasis on party-loving millennials. The iconic Intercontinental Hotel was a natural focal point and provided a soaring surface for a projection mapping that could deliver high-impact visibility to the campaign.
Executive producer/content provider Integrated Visions animated the dark, mysterious campaign imagery to create a dynamic architectural mapping projection that electrified the night sky for miles around. The looping animation featured alternately building and dissembling 2′ x 2′ blocks, swirling “smoke,” a tracking spotlight, revolving letters, and a full-length product image as the finale. The show ran from sunset to midnight for three days in May.
A Projection Mapping Powerhouse
DWP Live production experts chose Barco HDF-W26 projectors to achieve the massive luminance needed, modulate ambient light and meet the sizable height requirements. Nine projectors were triple-stacked in portrait mode and angled toward the hotel’s top 34 stories to seamlessly cover the 305-foot image area.
“Barco projectors always perform flawlessly, producing the best image quality combined with the reliability we need for high-profile, outdoor shows,” comments Danny Whetstone, founder and CEO of DWP Live. “We have one of the largest inventories of HD DLP projectors in the region and can quickly mobilize our team to run a show of this magnitude.”
“Projection mapping shows are a great way to bring consumer brands to life in popular public venues, and our large venue projectors offer the perfect blend of ultra-brightness, seamless image blending and rugged reliability,” comments Scott Stremple, Vice President Sales. “DWP Live is a top-notch video house that we’ve enjoyed collaborating with on create many visual spectaculars.”
See Barco at InfoComm
Learn more about Barco’s large venue projectors and projection mapping solutions at InfoComm by visiting the Barco Booth 2529 from June 17-19 at the Orange County Convention Center in Orlando, Florida.