The use of video mapping technology at ConExpo in Las Vegas, filled with all types of machinery used in every aspect of construction, shows just how far our world of entertainment technology stretches. Who would have thought that dump trucks would make for good projection objects? But, you know, they do — Caterpillar’s large booth (approximately 200 by 200 feet) featured a large pyramid-shaped structure located in the center lit with content from eight projectors. The content showed Caterpillar’s trucks and earth movers in action at places like a rock quarry, making it look like trucks were driving up “roads” on the edges of the pyramid. For one of Volvo’s newest pieces of equipment, a large front-loading dozer, I designed a 3D video presentation that was projected onto the machine highlighting all of the latest improvements… By using 3D video mapping, the audience’s imagination is captured, and they want to stay and watch the whole presentation — technical boring bits and all. This is what makes video mapping a bold new frontier for marketing. The sky is the limit in terms of “tricking” the human eye into staying engaged.
— From “Video Digerati” by Vickie Claiborne, PLSN, May 2014
