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BrightSign Media Players in the Driving Seat with Infiniti
When Nissan’s luxury car marque Infiniti set about expanding its presence in Europe, it wanted to engage with potential buyers in a new and unusual way. The result was a digital art competition, the finalists of which have their work featured at the opening of the new European showrooms. Essential to presenting the artwork are BrightSign digital media players, providing each event with a dramatic visual focus.
Distributed in the UK by Pixels, seven BrightSign media players were used at the opening of Infiniti’s new showroom in Stockport in late 2011. The event was devised and managed by London-based Oil Productions, with the technical aspects managed by The Big Idea and installed by Entserv Audio Visual.
"We had used the BrightSign players on the Doctor Who Experience. They were extremely reliable, gave fantastic resolution and were able to be synchronised accurately," says Steve Richley, Oil Productions project manager.
The three finalists artwork at the Stockport opening all took very different forms. Synthesised by Nature was three cubes, onto which images were projected to create spectacular three-dimensional effects, using one BrightSign player and a 16:9 projector, whereas Value Added was a sculpture which enveloped the front of an Infiniti car, with images projected on to the sculpture via another BrightSign player and a 4:3 projector.
The most complex was Infiniti Passion, which saw a vertical banner hung above an Infinity car, on to which images of components such as paint, car parts and tyres were projected, as if dropping into the car.
"The rigging and playback system for the Infiniti Passion artwork was by far the biggest technical challenge," says Steve. "Here we needed four synchronised BrightSign players to project the seamless, 'mapped' imagery on to the banner, side, front and rear of the car.
"Being able to easily upload custom-made 'focus grids' on to the players was a great help and easily achieved with the BrightSign players. The resolution they delivered - even on the side of a five metre long car - was amazing!"
Set amongst a fashion catwalk, presentations of Infiniti cars, a DJ set and a suitable selection of champagne and hors d'oeuvres, visitors to the showroom’s opening were impressed by the dazzling artwork, with the BrightSign players set to feature in many more Infiniti events.
"The players’ performance was faultless," says Steve. "Both we and the client were very happy with them and we are using them on the Geneva Motor Show in March for a digital art 'Reveal Cinema'. All other future digital art presentations for Infiniti will utilise BrightSign players where required.
10th May 2012
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