Analysis of Projection Advertising (new media and technology)

Projection advertising is a way to reach consumers while they are out and about at night. Projection advertising can be used as a still image or as a moving, rolling clip. It is so dynamic because it catches a viewer's eye at night with a glowing, vibrant creative. Projection advertising does well as an advertising medium because of its grandiose and professional ability to get the attention of just about any one who is walking or driving by the projections. Projection advertising can be used anywhere but looks especially fabulous on the wall of a tall, impressive building,

Projection mapping advertising example: Celebrate Vimeo's first film festival and awards show in New York.

 Paradigms:

Lighting: Light play a key role in development of this projection mapping project. Dutring the show the producer using light and shadow to create the illusing of depth.

Colour: Utilized pure coulour, with glow effects. Some of the projection mapping projects have promotional function, so the aim of the colour is to catch consumer's eye. For this project the colour is using to sent creative and enthusiastic characteristic of vimeo.

Sound: Utilized electric and lively sound, because of this show is design for a celebration party. The sound effects also have a close connection with projection graphics, it synchronized with the moving images.

Projection screens: Specifically, this portfolio is about architectural projection mapping form, a structure or building is mapped creating a mold, and the architectural composition is used as a canvas. The 3D motion graphis are specifically designed according to the dimensions of the building, such as the structure of windows, doors, chimneys.

Narrative: Utilized 3D projection mapping art piece which act as an awe-inspring canvas for the opening of the festival, to attract visitor to attend the event.

Pace/rhythm: random, not very clearly, but almoost fast rhythm.

Type: Architectural projection mapping, 3D motion graphic.

Audience: switched-on people, designers.

Reflect: From analysing this project I have lernt....
1. coulour,lighting and sound play a important role of this unique art form, I feel that the use of music and sound effects are extremely significant to fully immersive audiences in the experience.

2. The selection of projection screens is necessary to communicate the concepts with audiences, not only for the outdoor projection project, but also include indoor work. The vimeo's celebration are not using arbitrarily architectures, in fact the screens they have selected are have connections with their brand values.