What is Video Mapping and What Makes It so Special?

Video mapping is the next exciting step in delivering bespoke visual content. It involves transforming the interior or exterior surfaces of an object, such as a building, into a surface for video projection. A versatile and intriguing technology, effective video mapping can create incredible visuals full of colour and fluidity. Through the process, static objects can come alive.

projection mapping on building

So what exactly is video mapping? What makes it so special? And what benefits does it guarantee? Here’s what you need to know.

 

  1. What is video mapping?
  2. The benefits of video mapping
  3. Powerful examples of amazing video mapping
  4. Things to remember when using video mapping


what is video mapping?

The process is simple. It involves the use of a virtual program to spatially map a 2D surface or 3D object.

This virtual program mimics the surface that is to be projected on. The software then interacts with a projector, allowing it to fit any image onto that surface.

Even though the process is only recently being explored and capitalised upon, it’s actually been around for a while. In 1969, Disney featured video mapping in their Haunted Mansion ride, projecting video of singing heads onto busts and animating them for delighted onlookers. 

So why should you be considering video mapping?


the benefits of video mapping

Video mapping isn’t about making your audience believe the content is there. It’s not about convincing someone. Video mapping is about delighting them. It can add extra dimensions to both the displayed content and an environment. It’s much more engaging to project video onto a building rather than displaying on a screen. 

Video mapping isn’t just about dimensions, it’s also about engaging your audience. But what other benefits does it provide?

 

  • It’s immersive. When environments come alive, the distance between an audience and what they’re watching disappears. They find themselves inside your brand experience.
  • It’s bespoke. You choose the event. You choose the images. You choose the surface for projection. 
  • Projection is easy to transport and setup. There’s no need for complicated sets here, just light. And light is weightless.
  • It reduces event setup price. Rather than hiring a huge screen, why not hire a projector and use a building? 
  • It saves time. There is no need to decorate entire surfaces for an event.
  • It bypasses venue-specific problems. Poor access, small doors, low ceilings – you can sidestep all of these issues with video mapping. 

It’s also often combined with audio to create some sort of narrative, be it for advertorial or exhibition purposes. 

While the process is impressive, the result of video mapping is to emphasise your brand. During an event, your message can alter, change, and stay fresh for all those attending. 

With this technology, you no longer need to relegate your branding to static content. Think of projecting a dynamic logo onto a wall at your next event and see how the atmosphere changes. 


powerful examples of amazing video mapping experiences

Here are some examples of incredible video mapping, and how it can be used to create intensely beautiful, dynamic and vivid experiences that audiences will be unable to forget.

‘Box’

In this video, robotics company Bot & Dolly explore ‘the synthesis of real and digital space through projection-mapping on moving surfaces.’ The short performance is comprised of five sections and showcases how video mapping can push aesthetic boundaries.

‘Interconnection’ 

This example of sterling video mapping shows how even an incredibly complex piece of architecture can turn into a surface for projection. Bucharest’s Palace of the Parliament turns into a space which explores ‘the interconnectedness of all things, the micro and the macro, the outer and the inner universe.’

‘Vans Video Mapping Projection’

This creative example shows how a custom-created surface can be used to project images onto, allowing something like a brand like to really come alive during an event. It’s a brilliant idea that attracts new visitors to your event.


things to remember when using video mapping

Consider how you’ll implement the process. Are you going to do it yourself or would your event be better suited to hiring a professional team? This is relevant to what kind of event or experience you’ll offer.

When choosing a video mapping specialist to work with, consider these variables:

  • What range of video mapping do they offer?
  • What are their credentials?
  • Can they deliver on time?
  • Do they have a quality product?

A very important consideration is content. A successful video mapping project will contain high-quality digital images that are relevant to the project goal. Images or video should be bespoke, designed specifically so that something unique and visually impressive can be experienced. 

Your visual content needs to reinforce your message. There needs to be a key theme or message to focus on. Both video mapping and your event need an artistic vision for them to cooperatively create a memorable experience. 

The best results are achieved when professionals work closely with event organisers on this vision. A blank canvas is rendered pointless if you lack the technical skill and artistic focus to create something enchanting.

Finally, if you decide to project onto a building, you need to consider the legality of the project.

enchant an audience at your next event

Video mapping pushes the boundaries of how marketing, advertising, exhibitions and other messages are delivered. It’s a whole new world of visually-stirring possibilities.

But a whole new world comes with a whole new line of questioning. What types of video mapping are there? What are the benefits of video mapping compared to standard print? How can you implement large scale video mapping for your business?

Here’s a guide which answers those questions and covers all things video mapping. 

Click below to gain access.

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