INGOLSTADT, Germany — Maxin10sity, a projection mapping design firm based in Budapest, Hungary, recently completed two major projects for Audi to mark the launch of their newest models. Commissioned by technical planning and show direction specialist Niyu, Maxin10sity used projection mapping techniques for Audi’s Late Light Show – an event for Audi employees and the community surrounding the company’s Ingolstadt, Germany headquarters. The show ran every evening over six days from May 25-30.
More details from Maxin10sity (www.maxin10sity.net):
The Late Light Show set the stage for the world premiere unveiling of the Audi A5/S5 Coupe, which was celebrated with a further bespoke five-minute mapping; a visual representation of the evolution of the Audi Coupe from its inception through to the brand new models. One of the first times that videomapping has been applied beyond entertainment as a promotional technique, over 1,000 journalists from all over the world attended this exclusive, one-time event on 2 June 2016.
Having successfully tackled videomapping projects involving complex and large scale structures such as the iMapp project on the Palace of the Parliament which takes place every year in Bucharest, Romania – the second world’s largest administrative building – Maxin10sity was the obvious choice for the Audi projects.
Impressed by their work at Karlsruhe in 2015, Professor Klaus Schrenk, artistic advisor for the Audi Late Light Show, recommended the projection mapping specialists to Audi to bring their ideas to reality.
It took five days to create the 3D model of Audi’s Ingolstadt HQ, which features a 2,300m2 surface area – equivalent to approximately 4,600 40-inch television screens. With one side fully flat and the other curved, the Maxin10sity team tested more focal points in order to precise how to control the overall display over the undulations in the structure. The audience was to be positioned in close proximity to the façade of the building, bringing additional considerations around perspective; not to mention the challenge of projecting onto glass surface, overcome by covering it with a special projection film.
“For a project of this scale, complexity and prestige, we knew Maxin10sity were the best in the field,” comments Thomas Hofmann of Niyu. “Working alongside the Maxin10sity team was seamless and their credentials in the videomapping space speak for themselves, having broken world records with previous projects and constantly pushing themselves to raise the bar and do something different that completely stands out.”
35 Barco HDQ-2K40 projectors boasting 40,000 ANSI lumens – the brightest available on the market – were installed in five projection towers, each four meters long, four meters wide and nine meters high – and carrying five tons of equipment. Sourced by Media in Res as technical provider, all projectors were controlled by a high-performance Pandora’s Box media server from Looplight, which handled the six terabytes of content. 25 kilometers of electricity and signal cable powered the show which featured eight channel surround sound.
Collaborating with Pure Perfection on conception of the Late Light Show, and Creators and Quintons Concept on conception, creative direction and car choreography for the A5/S5 Coupe premiere, Maxin10sity focused on capturing imaginations by transforming the Audi HQ building into a unique visual showcase. The videomappings bore all the hallmarks of a true Maxin10sity show, using contiguous visual impressions with music rather than concrete pictorial visualization to embody the spirit of Audi and encompass its brand values.
The content, which was more abstract in nature for the Audi Late Light Show, and more focused on Coupe imagery from over the years for the world premiere, was supported with music by Big Total Audio. Tamás Vaspöri, co-founder of Maxin10sity, comments: “With both events, we deployed careful curation of modern, dynamic music enriched by sound design combined with animation to convey the feeling of what it is like to work for or own an Audi.”
In a world of infinite choice where brands need to connect with people at an emotional level, the videomapping showcase enabled spectators to step into the world of Audi and become absorbed in the tenets of dynamism, modernity and futurism. At the cutting-edge of technology, videomapping is providing brands with a more impactful way of getting closer to the consumer and putting their message across.
“We wanted to say thank you to our Audi employees and the people of Ingolstadt, where our company is such a huge part of the local community,” reflects Thomas Beres at Audi. “The A5/S5 Coupe was not only developed in Ingolstadt, but also manufactured here, so it was important to us to bring the world’s press here too to unveil our latest design icon.”
“What we never expected is how these videomapping events really took our brand communication to new heights. Maxin10sity interpreted our brief with great skill and creative flair, and the execution was flawless. We’re thrilled with how both the Audi Late Light Show and the A5/S5 Coupe world premiere were received by our employees, our community, the world’s media and our customers – leaving a lasting, timeless impression of exactly what Audi is all about.”
Watch the full videos from Maxin10sity here:
www.youtube.com/watch?v=yDw5mbBao2A – Audi Late Light Show
www.youtube.com/watch?v=6ZRsUnjbF3I – A5/S5 Coupe World Premiere
