Martin comments on 'Get your energy back', 3D projection mapping by Glue Isobar for the Toyota Auris Hybrid.
In Martin's words:
The ‘Get your energy back’ 3D projection mapping for Toyota, delivers one of those ‘can that really happen?’ moments. But for something so focused on cutting-edge technology, I was surprised by how human it felt. From the initial beam of light, as the car comes to life, through to how it interacts with the environment gives the product real personality.
When using the latest technology to bring ideas to life, you always run the risk of the work feeling like a gimmick. This isn’t. It doesn’t use technology for the sake of it. The execution really delivers the proposition and makes you feel this car is something special.
Impressively, the idea works not only as a live experience, but also as a video. The way it blurs the line between fantasy and reality (look out for the fascinated toddler) not only merits a second viewing, but also makes you want to share it with others.
The ‘behind the scenes’ video is just a fascinating - giving you access to the sheer level of detail that makes it work so well (from all angles). The idea has clearly been cared for throughout the creative process. And this is what turns a good idea into a great one.
Follow Martin on Twitter: @mhoment
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