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NEW TECHNOLOGIES
WHAT IS VIDEOMAPPING?
Video mapping is a visual technique of video projection on delimited surfaces, it allows to align animated content on the real world creating an optical illusion.
Due to its visual attractiveness, it achieves a great engagement in the spectators, which is why it has become a technique used for events, product promotion and marketing presentations for brands and companies.
How does it work?
From a technical perspective, video mapping analyzes the two-dimensional representation of a surface from a video projector.
By projecting visuals onto real structures, it creates the perception of an augmented reality.
Due to its visual attractiveness, it achieves a great engagement in the spectators, which is why it has become a technique used for events, product promotion and marketing presentations for brands and companies.
Although it is mainly used on buildings, its applications are very broad and can be applied on any object from vehicles, spaces, shop windows, sculptures, curtains or people.
Another of its attractions is the versatility in its execution.
Likewise, although many sectors use it for advertising purposes, it is an important resource for making art, giving the possibility of exploring the horizons between technology and fantasy.
Where to start?
To start the planning and development of a 3D mapping, the structure, building or object to be worked on as a surface must be chosen, as well as having the appropriate permits and access to the location.
Subsequently it is important to develop a narrative brief where concepts such as theme, duration, objective, graphic style, etc. are grounded.
With the basic knowledge of the project to be carried out, as well as the characteristics of the surface to be projected, it is possible to create images that create a sense of depth and dimension.
For the design and development of mapping, knowledge of graphic design, 2D and 3D design is required. It is possible to use mapping and animation programs such as Mad Mapper, Resolume Arena, or perhaps the best known for its simplicity Visution Mapio.
Finally, we cannot bring a video mapping to reality without 3 basic elements: the surface on which it will be projected, the right projector(s) and the software.
An excellent management of light, perspective and sound will make your video mapping achieve the expected effect, deceiving the senses with a complete immersion.
TYPES OF VIDEOMAPPING
As we mentioned before, this technique has become popular due to the versatility of its supports and applications, here are some of the most popular ones:
ARCHITECTURAL
ADVERTISING
ARTISTIC
TABLE MAPPING
ARCHITECTURAL VIDEOMAPPING
With the projection of visuals, light and movement on buildings using their facades as huge canvases. There is also the version on urban furniture.
One of the most relevant examples is the Sydney Opera House, where artists from all over the world project their animations on the unique structures of this building.
VIDEOMAPPING FOR ADVERTISING PURPOSES
Videomapping has various applications for advertising purposes, being used for the launch of new products or services, as well as experiences applied to the promotion and user experience.
This was the case of the premiere of Iron Man 2 where a mapping was projected on Rochester Castle in England accompanied by the music of AC/DC to promote the movie.
ARTISTIC VIDEOMAPPING
Artistic videomappping is used for works of art with volumes or abstract shapes or even to recreate historical scenarios.
This is the case of the Japanese artistic collective TeamLab with its video mapping to bring to the real world a dream across 10,000 m2 with the intervention of 470 projectors and 520 computers in the digital art museum Odaiba in Japan.
An example applied to urban art would be the magical garden to celebrate the blossoming that took place in St Andrews Avenue during the Edinburgh International Festival.
TABLEMAPPING
This type of prjection is used to create enhanced gourmet experiences by animating the usual objects on a table.
There is no doubt that technological advances present us with new scenarios to explore our creative freedom.
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