The Get Your Energy Back projection mapping project was part of Toyota’s campaign to support the launch of the new Toyota Auris Hybrid car.
We were approached by London-based creative agency Glue Isobar to add some igloo magic to the launch programme. They had seen an online video of our projection mapping techniques and asked us to help them bring their creative ideas to life.
In terms of the location, the number of projectors used, the level of accuracy needed (a live audience would be standing right next to the car) and the relatively short set-up time, this was to be one of the most demanding projection mapping projects created by anyone, anywhere.
Things kicked off in June 2010 with a test week in Shropshire, when we received the Auris Hybrid car from Toyota and set up a five-projector system to streamline the geometry correction set-up and perfect our auto alignment system.
The live event then took place in September in a railway arch in Shoreditch, London, in front of a real-life audience of passersby. The event itself ran for one evening. But the project lives on in the blogosphere, where it’s become one of the most talked about projection events ever.