Epson somehow always manages to steal the show at ISE, with its stand amongst the most impressive on the show floor. There’s now a reason behind the company’s success at the show, with the company turning to the experts to help it achieve the very best from its technology.
At ISE 2017, Epson turned to mclcreate, asking the company to deliver a projection mapped show that will wow visitors to its stand. So with that challenge, the creative team at mclcreate came up with a show that Epson’s customers would never forget.
“Having worked with Epson in delivering a powerful and successful projection mapping attraction for its booth at ISE 2016, we were invited to partner again for ISE 2017,” says Jeff Hayward, director at mclcreate.
“The brief from Epson was to make the company’s participation at Integrated Systems Europe (ISE) 2017 one that customers will never forget. The show presented two key opportunities – Epson’s booth at the heart of ISE and its European Partner event, hosted this year at the National Maritime Museum.
“At the National Maritime Museum, Epson asked mclcreate to provide a magical, projection-based entertainment for a gala dinner audience of 400 AV professionals from across the EMEA region. On its booth at ISE, mclcreate were asked to tell a different yet equally compelling story which would 1) Showcase the capabilities of the new Epson EB-L25000U projector 2) Fit with the aesthetic of the stand and 3) Highlight Epson’s relationship as a global partner with the Mercedes AMG Petronas Formula One Team.”
The visually rich panorama created by mclcreate in both arenas demanded a strong, thematic link. The company also presented the opportunity for quite different mapping approaches which showcased the performance capabilities of the Epson EB-L25000U laser installation projector, currently the brightest, smallest and lightest 3LCD projector available.
At the National Maritime Museum, Epson invited mclcreate to provide a magical, projection-based entertainment for a gala dinner audience of 400 AV professionals from across the EMEA region. The banquet took place in the Museum’s 17th century walled courtyard, now enclosed by an architectural glass roof structure. Inspired by the dramatic potential of this huge, rectangular space, and with Epson’s words clear in its mind, mclcreate devised a show-stopping, 10 minute production which brought this prestigious function to a vibrant, high energy finale themed around vivid brightness and fluid natural imagery using the precise, dynamic colour palette of Epson’s projectors. Three dancers performed live on stage in front of a giant presentation screen which provided the canvas for the projection mapping as it ebbed, flowed and played around the historic courtyard walls.
Ahead of the event, mclcreate rehearsed and filmed the dancers in a green screen studio, so that they could fully blend the choreography with the creative narrative of the mapping piece to produce a unique and spectacular experience for all Epson guests attending the event.
“At our European Partner event, we wanted to provide customers with a truly memorable experience by creating a visually stunning show to demonstrate precisely what our new laser projectors are capable of,” comments Neil Colquhoun, executive director of Professional Displays, Epson Europe.
“The magnificent architecture of The Maritime Museum created the perfect backdrop to project the sharpest, brightest and most colourful images possible. The installation itself, together with the customer feedback we have had, is testament to our partnership with mclcreate and shows that they understood what it is we wanted to deliver – an unforgettable experience and a positive reminder of this year’s ISE.”
On its booth at ISE, mclcreate told a different yet equally compelling story. Here, the creative vision for its mapping piece mirrored the geometric shapes of the Epson stand design. Patterned projection windows encircled a Mercedes–AMG Petronas Motorsport Formula One car, suspended horizontally onto a 9m x 7m wall. Connected narratives filled each geometric window whilst the car itself also formed part of this canvas, as it moved from the grid onto an F1 circuit. The three minute mapping story, repeated on a loop throughout the four day show, then transformed into an explosion of rich, organic colours, shapes and effects to reveal the capabilities of the Epson EB-L25000U projector.
mclcreate scanned the surface of a real Mercedes-AMG Petronas Motorsport Formula One racing car with 3D lasers, which gave the exact measurements needed to produce a flattened 2D-projection (UV) map. Next, the company developed the storyboard and, once finalised, set to work programming a video sequence to bring it to life at ISE. The footage is projected onto the car and surrounding panels using fourteen Epson EB-L25000U projectors controlled by a D3 4×4 Pro media server and 4 x Q-DVI VFC (Video Format Control) cards. mclcreate’s team of four expert technicians built this precision set up for the Epson Stand in just 36 hours.
“With a huge audience of the world’s leading AV professionals to impress at both venues, the pressure for mclcreate to deliver technical as well as creative excellence was immense,” adds Jamie McAffer, mclcreate’s Creative Director.
“The challenges we faced were many and complex. All the equipment we deployed was pushed to the limit of its performance capabilities. On the booth, we set up the 14 Epson projectors to manipulate and blend content of varying pixel densities and from different distances to create a perfectly seamless projection mapping narrative onto the car. The degree of manipulation to achieve this impact was huge.
“The projection mapping solution for the National Maritime Museum presented similar challenges as we again used multiple Epson projectors but added in extra dimensions of scale, live action and the building facades of the courtyard as a canvas too. For both events, time pressures were a significant issue. We tested the projection mapping story in advance through 3D simulation, but had a limited build time to make sure that it worked in the real world at both venues.
“At the RAI, our technicians had to cope not just with time pressures but all the distractions and variables of an exhibition build. At the National Maritime Museum, our access time for set up was limited to less than 2 hours! That everything worked so brilliantly in these challenging conditions was a testament to great project management and the expertise of our creative and technical teams as much as to the performance capabilities of the projectors we used.
“The results are bold and imaginative statements that clearly demanded attention and instantly communicated the technological innovation, premium performance and forward-thinking expertise underpinning the Epson brand. We’re enjoying our partnership with Epson and can’t wait for them to talk with us about their next challenge!”