Projection Advertising stages biggest indoor mapping event in Saudi Arabia

35x7m projection show utilises one of the most advanced video-mapping tools in the world for pixel-perfect results

Projection Advertising, the UK's leading projection specialist, has staged the largest indoor

video-mapping event in Saudi Arabia, employing the company's groundbreaking new MIMO
Mapper system - one of the world's most advanced video-mapping tools. MIMO, an acronym
for 'model in, movie out', is a new approach to video mapping offering endless possibilities on
even the most demanding of surfaces.

Staged to promote the new Saudi city of Murooj Jeddah, the 35m wide by 7m tall, 360-degree video-mapping spectacular utilised three separate components, multiple projectors, 50 lighting fixtures, elaborate surround sound and an innovative, 'magic' live element to create a unique, MIMO-driven 3D projection mapping experience on an 8,000 pixel canvas.

"This was one of the most challenging mapping productions we've delivered," explains Tom Burch, Projection Advertising managing director. "From the elaborate storyboards right through to the integrated projection and live elements, we delivered an event worthy of the new city of Murooj Jeddah - and one of the most complex and entertaining 3D-mapping shows staged anywhere in the world. It was an absolute pleasure to have been given the opportunity to deliver this event to Sumou and the Saudi government."

"The MIMO Mapper system is a game-changer in terms of video mapping," Burch adds. "It allows almost unlimited possibilities, regardless of the surface quality, and empowers 3D artists to be more creative than ever. There's nothing quite as effective available anywhere else in the world."

Taking place on 28th April at the Leylaty ballroom - the biggest such venue in Saudi Arabia - as
part of a one-night gala to promote Murooj Jeddah (translated as Jeddah Meadows; developed
and built by infrastructure/construction company Sumou Real Estate in a 70/30 split with the
Saudi government), the 5-minute in-door mapping spectacular took place in front of a huge audience which included two Saudi Royal princes. The entire build and de-rig took place in less than 24 hours.

The video-mapping narrative begins with film of a Saudi boy walking through the desert. He falls asleep and dreams his incredible journey growing up in the city of Murooj Jeddah. The finale features the seamless integration of the real-life actor emerging, as if by magic, from behind a projection cut-out, before shaking hands with the Saudi princes - HRH Prince Khalid Al Faisal bin Abdulaziz Al Saud, Prince of Makkah Province, and HRH Prince Mansour bin Meteb bin Abdulaziz Al Saud, Minister of Municipal and Rural Affairs.

Integrating Projection Advertising's cutting-edge MIMO Mapper technology, with complex media server-controlled sound and lighting on a moving, three-component stage setting, the event also boasted an innovative 'magic' live sequence, which blended seamlessly with the overall production to create a unique video-mapping narrative, translated from the Arabic as 'Jeddah Meadows: The Reality of a Dream'.

"Projection Advertising promised a completely unique 3D-mapping experience, and they delivered on all levels," says Khalid Telmesani, Sumou CEO and Managing Director. "Murooj Jeddah is going to be one of the most spectacular developments in the world, and it was important to us that the one-night gala event to promote it lived up to expectations. Projection Advertising were able to take our initial ideas and develop them into something we'd only dreamed was possible - before delivering them in spectacular fashion in front of an audience which included two of most influential Royal princes in both the western region and Saudi Arabia real estate development projects. We are delighted to have been involved with this project in particular."

Using the same principles as UV mapping, MIMO incorporates additional capabilities making it one of the most advanced video-mapping systems in the world. MIMO uses 2D texturing on 3D objects to perfectly adjust and align content from any angle in real-time - but uniquely it renders out the corrected content as a .mov file (or any other playback format), which can then be immediately played in Watchout, Quicktime or other video player.

Content is initially developed by importing a 3D model into the MIMO software package, allowing
a 3D artist to move a virtual projector around to the position which best fits the physical projector's location. Later, on site, technicians can select any point on the real-life model, adjusting the content without distorting it. In short, MIMO offers the flexibility required for pixel-perfect video mapping in the real world, where models, stages and sets can never be completely perfect.

For further information on Projection Advertising, visit www.projectionadvertising.co.uk

About Projection Advertising

Projection Advertising is the UK's leading projection specialist. The company offers a full range of projection solutions, from large-format building projections to 3D video-mapping spectaculars on some of the world's most iconic buildings - representing a unique fusion of creative flair and technical know-how combining creative development and state of the art production facilities,
all under one roof.
www.projectionadvertising.co.uk

About MIMO

MIMO, an acronym for 'model in, movie out', is a new approach to video mapping offering endless possibilities on even the most demanding of surfaces. Using the same principles as UV mapping, it incorporates additional capabilities that make it one of the most advanced video-mapping systems in the world. MIMO uses 2D texturing on 3D objects to perfectly adjust and align content from any angle in real-time - but uniquely it renders out the corrected content as a .mov file (or any other playback format), which can then be immediately played in Watchout, Quicktime or other video player. Content is initially developed by importing a 3D model into the MIMO software package, allowing a 3D artist to move a virtual projector around to the position which best fits the physical projector's location. Later, on site, technicians can select any point on the real-life model, adjusting the content without distorting it. In short, MIMO offers the flexibility required for pixel-perfect video mapping in the real world, where models, stages and sets can never be completely perfect.
www.projectionadvertising.co.uk

About Sumou Real Estate

Sumou Real Estate, a leading development company in Saudi Arabia continues delivering high quality, professional and high standards projects in its drive for perfection. The company is on course to be one of the region's leading companies. The focus on establishing the solid foundation, a quality life for everyone continues to be the main objective. This focus is pursued by prudent tending to the real estate and investment sector, endorsed by exceptional experience and initiative spirit in order to evolving together for a better world.
www.sumou.com.sa

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