Bluman Associates helps Nokia and Mission to deliver night time launch vision
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The Nokia Lumia new mobile launched in the UK last week (28th November) with a building mapped projection illuminating the street below Deadmau5 performing on a rooftop in Southwark. Bluman Associates provided all the projection and oversaw the technical production for the live web cast and post event video.
Working for lead agency Mission and alongside ML studio, the creative directors, the launch event took place for 600 specially invited guests in a square in Southwark which has been completely transformed ready for the performance, unbeknown to the expectant audience. Shop fronts, street signs and bill boards had all been replaced with Nokia branding, two forklifts were adorned with giant disco balls and street lights, hanging baskets, market stalls, grit boxes, wheelie bins and parked motorcycles had been cleverly set up with LED lighting so that they came to life in time with the DJ set performed by Deadmau5.
DeadmauS performed his electro-house set from the top of a building which had been mapped for a stunning projection, programmed by ML Studios. The projectors which spanned five 40m wide buildings were all craftily situated in the upper rooms of a pub so that no-one could spot them.
This presented Bluman Associates with some keystone challenges as they were projecting onto the buildings at some irregular angles. The projections were designed to pick out the existing features including windows and graffiti, illuminating them in neon in time with the set. Deadmau5 then moved to a mobile DJ booth at street level to finish his set.
Pod Bluman, managing director, Bluman Associates explained: “We have worked across the series of Nokia Lumia launches in both London and New York and as ever this was a spectacular event to be part of. The audience didn’t know what to expect next or where to turn, as every fixture that people are used to seeing in the street on a daily basis had been transformed into a piece of the performance.”
A video of the launch has been produced which can be seen here: https://www.youtube.com/watch?v=ovKlWsRALJg&feature=youtube_gdata_player
