Partner
Dalziel + Pow
Services
Design, Illustration, Immersive/Experiential
Partner
Dalziel + Pow
Services
Design, Illustration, Immersive/Experiential
Partner
Dalziel + Pow
Services
Design, Illustration, Immersive/Experiential
Projecting life into Volkswagen’s pop-up store in Birmingham, by mapping a series of animations around real-life objects.
“The Joy of Life” wanted to communicate the pleasure of travelling to the great outdoors (via their Golf GTE).
Maximising both a tight budget and a tight physical space was our challenge, to create a playful animated experience at Birmingham's Bullring.
This tale would show families arriving by car into natural surroundings where they could climb, fish, run and enjoy picnics and bonfires.
Animated families would be seen interacting with each other, but created within a limited production budget. On previous projects we had used 100% white light for projections, but this limited us to silhouetted shapes. We wanted interactions between animated elements, which invariably meant overlapping so that required a solution.
Projecting within a well lit room would require cutting edge kit. Customers walking around a tight space couldn’t become between the projectors and the walls on which they were projecting.
Projecting life into Volkswagen’s pop-up store in Birmingham, by mapping a series of animations around real-life objects.
“The Joy of Life” wanted to communicate the pleasure of travelling to the great outdoors (via their Golf GTE).
Maximising both a tight budget and a tight physical space was our challenge, to create a playful animated experience at Birmingham's Bullring.
This tale would show families arriving by car into natural surroundings where they could climb, fish, run and enjoy picnics and bonfires.
Animated families would be seen interacting with each other, but created within a limited production budget. On previous projects we had used 100% white light for projections, but this limited us to silhouetted shapes. We wanted interactions between animated elements, which invariably meant overlapping so that required a solution.
Projecting within a well lit room would require cutting edge kit. Customers walking around a tight space couldn’t become between the projectors and the walls on which they were projecting.
Projecting life into Volkswagen’s pop-up store in Birmingham, by mapping a series of animations around real-life objects.
“The Joy of Life” wanted to communicate the pleasure of travelling to the great outdoors (via their Golf GTE).
Maximising both a tight budget and a tight physical space was our challenge, to create a playful animated experience at Birmingham's Bullring.
This tale would show families arriving by car into natural surroundings where they could climb, fish, run and enjoy picnics and bonfires.
Animated families would be seen interacting with each other, but created within a limited production budget. On previous projects we had used 100% white light for projections, but this limited us to silhouetted shapes. We wanted interactions between animated elements, which invariably meant overlapping so that required a solution.
Projecting within a well lit room would require cutting edge kit. Customers walking around a tight space couldn’t become between the projectors and the walls on which they were projecting.
We identified the following
An efficient solution was required to incorporate animated characters within the budget.
Silhouettes wouldn’t suffice in showing overlapping elements.
A tight working space meant we would need cutting edge projectors with short, angled throw distance.
We identified the following
An efficient solution was required to incorporate animated characters within the budget.
Silhouettes wouldn’t suffice in showing overlapping elements.
A tight working space meant we would need cutting edge projectors with short, angled throw distance.
We identified the following
An efficient solution was required to incorporate animated characters within the budget.
Silhouettes wouldn’t suffice in showing overlapping elements.
A tight working space meant we would need cutting edge projectors with short, angled throw distance.
Solution
An award winning use of space that gave a playful side to the Volkswagen Golf GTE.
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
Solution
An award winning use of space that gave a playful side to the Volkswagen Golf GTE.
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
Solution
An award winning use of space that gave a playful side to the Volkswagen Golf GTE.
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
What we did
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
What we did
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
What we did
We created a subtle colour palette which worked well in test projections and would allow us to overlap animated elements, overcoming the issues of just using 100% white.
Stop frame animation not being an option within budget, we instead built a family of carefully crafted digital marionettes that could be animated doing all our specified activities (climbing, running etc) with gusto.
Mapped around books, toy cars and picture frames our miniature families helped inject life into the pop-up at Birmingham’s Bullring. Design Week were impressed with the space, and awarded Dalziel+Pow with the Winner of the Best Interior award for the year.
