Lift Agency deploys Projection Artworks for Cavendish collaboration
Posted by
Projection Artworks has worked with the Lift Agency to produce an electrifying video-mapping show for the launch of Mark Cavendish’s collaboration with cycling brand Specialized.
The 90-second show – which was custom-designed to fit the unique architecture of the Yard in Shoreditch – was the centrepiece of a press event unveiling the cycling star’s exclusive line of high-performance activewear and cycling accessories. It centred around six arch-shaped alcoves surrounding the audience and featured bespoke 3D sound design, immersing VIPs and press in the fast-paced world of CVNDSH.
Like Cavendish, the range is built for speed, so the projection featured blue-screen footage of him cycling at top speed and lightning-fast tracelines in his signature emerald green. It also included hero shots of the range, which includes helmets, jerseys and bicycle frames.
A video of the event can be found here.
