The facade of the Hotel Moskva on Manezhnaya Square was turned into an enormous screen for two evenings, on March 25th and 26th. In the very centre of the city it presented a fabulous video projection show to the citizens of Moscow and visitors, dedicated to the advertising of the new line of Jaguar automobiles.
Mindshare Russia media agency in alliance with the DOOH division of SunLight Outdoor was the general contractor for the project. ETC Russia professionals developed the content and realised the project technically.
“This was the first example ever in Russia's advertising experience, of such large-scale 3D technology video mapping applied in a commercial project. For that reason this project was unique”, pointed out Natalia Valieva, General Director of Sunlight Outdoor.
Dynamically changing images and the silhouette of the facade of the newly remodelled hotel, with every single moment bringing in a new touch of Jaguar’s brand stylistics, charmed the public more and more.
“The implementation of the video mapping projection and content creation are complicated technological processes requiring skill and experience, which is the reason we opted for ETC Russia”, emphasised Sandra Antishina, Mindshare Planning Manager. “The project was a challenge for each and every one of us – for the team engaged in the process, the client, the agency, for organisers, and technicians themselves. Everyone contributed to a level beyond all expectations”.
Igor Shmuilov, Head of Mindshare OOH Department added: “When Jaguar made up its mind to launch the video mapping projection show in Russia, our team enthusiastically engaged with it. We had tried to adopt the experience of foreign colleagues in implementing similar projects before, but the arguments were that it was not possible to do it at the same level as in the West. All the members of our team had a clear understanding of the complexity of the project implementation and a huge responsibility. The risk was very high”.
12 powerful Christie Roadster S+20K projectors installed on Manezhmaya Square within 168 metres of the hotel building ensured the viewers had an exceptional feeling of the reality of what was going on. The 13-minute video sequence was produced in a .MOV format. The files had a resolution of 5440x2888 pixels and the total area of video mapping projection was 4,500 sq. m. The content was controlled by Only View media platform, designed by ETC.
The Sound-track created by Roman Litvinov, emphasised the dynamics of the images with the help of a T-Audio acoustic equipment installed in Manezhnaya Square.
A team of specialists from ETC Russia successfully accomplished a complex assignment thanks to vast experience in video projection shows. It’s worth mentioning that the portfolio of the company includes Spasskaya Tower Festival at Red Square in September of 2010, when the images were projected on the building of St. Basil's cathedral. Speaking about the specifics of Jaguar advertising campaign, Andrey Efarov, Technical Director of ETC Russia pointed out: “This project has become of great importance to us. The level of the brand name, speaking for itself, and the very place chosen for the campaign – all those factors required a high level of responsibility. Of course, we did face some difficulties. One of them was the complex architecture of the facade, with a difference of the facade plans of up to 15 metres. Another factor was the large number of windows on the central part of the facade: there was no way they could all be covered so as to create a single surface for the projection”.
A high level of luminosity inherent to Christie Roadster S+20K projectors (20 000 ANSI lm for each projector) ensured a bright and lively image. “We can trust Christie in spite of the rather challenging conditions for the project implementation”, added Andrey Efarov. “Under the circumstances there was a lot of the so-called ambient illumination – a factor that cannot be excluded – from in-numerous street lights around Red Square, powerful building illumination nearby, as well as the bright illumination of adjacent Tverskaya Street”.
Adil Zerouali, Christie Regional Director in Eastern Europe said: “ЕТC is a long-standing partner of Christie, participating in many remarkable and significant projects both in Russia (ЕТC Russia) and in Europe (in alliance with ETC France). We are glad that the team of ETC professionals relies on the technical achievements of Christie to implement their bright solutions!”
Natalia Valieva, Sunlight Outdoor General Director, summarising the results of creation and technical application of the video sequence in this project underlined: “ETC Russia possesses not only the right resources for the solution of complex technical tasks but a strong will to go beyond the impossible to make the show unforgettable. We have the right to say that the project fully reflected the Jaguar brand – commitment to technical innovations and engineering perfection”.