3D Projection Mapping: A charismatic illusion

The trick is awfully simple: throw some laser at a façade, use the landscape as a canvas. Yet not everyone could come up with this idea. Just a few years back, this simple trick was impossible to pull off. But now with the advent of technology, synchronized laser lights can create a mystical illusion that not only drops your jaw but also mesmerizes you. This whimsical innovation is called '3D Projection Mapping.'

By taking a quick look back we can see that marketeers started to widely adopt this technology for their campaigns since last 4-5 years. Corporations such as Nokia, Samsung and BMW have used 3D video projections to create campaigns for their products in major cities across the world. Video projection mapping has the capacity to transform almost any object into a screen. So gone are the days of flat projection, now you can use projection mapping to take a real-world object, such as an edifice or an architectural landscape and project onto its walls without any distortion.

The process to create 3D projection mapping is a bit complicated. First you need to create a computer generated replica of the object of your desire. Now with advanced screening and 3D modeling applications one has to virtually design the entire surface of projection. Then one needs to mask the shapes and positions. After some fine tuning (read, hours in front PCs to shape the codes): Voila! You are all set for 3D projection mapping. Now, all you need to is some expensive hardware that can project laser beams at huge landscapes.

In Bangladesh, this concept is fairly new. Creato, an innovation driven marketing and communication agency, has showcased 3D projection mapping. Creato, which was founded in 2005, wanted to 'amply your thoughts'- according to the CEO Rashid Khan. This young & talented leader of Creato also said: 'We wanted to create an enviable tool for modern marketers. And 3D projection mapping is the best way to cater that.' Last year Creato showed off their 3D projection mapping in 'LUX Channel I Superstar' where it garnered accolades.  Rashid proudly stated: 'Creato's full-service studio can fashion 3D animations, VFXs and motion graphics for the any assignment. We can craft our multitude of digital assets into a spectacle of digital scenery. Combined with color and light it can tell an enchanting tale on anything.'