BMW

BMW

Launched on Nov 9th inside BMW’s brand epicentre, BMW Welt in Munich, visitors have been hypnotised by a 2 minute projection mapped installation which tells the story of the 7 Series creative process. Holition created an innovative visual sequence which illustrates its intricate evolution from design inception to manufacture. It takes visitors on an educational journey showing the human craft involved in creating the technical blue prints and clay casting, to the machine craft involved in the engineering and build of such a luxurious and advanced car.

Not content merely designing a strong creative statement, Holition wanted to break new ground with this collaboration and therefore when told that globally no-one had ever successfully projected onto a car in daylight, a new challenge was accepted. This is significant as to showcase projection mapping traditionally, the environment must be darkened and this therefore limits where the project can be shown. Holition’s team worked tirelessly to test the projection so that by its final incarnation the visitor is instantly attracted and amazed when the visual sequence starts to appear and unfold on the car exterior. The projection effectively brings the car to life.

The second part of the creative installation involved Holition customising its advanced face-tracking technology to design an interactive augmented reality experience. The Holition team developed mobile application based software which used a depth camera to track the surface dimensions of a face and then apply a virtual layer of information thereby creating a new visual reality. The creative team were completely inspired by the futuristic material elements and natural curves of the BMW 7 Series and this is what appears on the visitor’s face, resulting in a hugely intriguing hybrid human look which is both memorable and playful.