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Hawthorn Project Their Creativity at D&AD New Blood Festival
UK – The D&AD New Blood Festival kicked off in Shoreditch, London on 5th July with creative technical production expert Hawthorn on hand to deliver technical production for two of this year’s exciting events.
The festival provides a series of world-class programmes for new creatives, offering them inspiration, learning and insight on how to best break into the industry.
The use of projection and projection mapping, a technique that uses specialist software to warp and blend projected images on to any surface, including buildings and interior walls, is becoming increasingly popular at events due to its high visual impact and immersive experience. Proving that this technology can be used effectively in any type of event, no matter what the budget or setting, Hawthorn put their own creativity to the test, working on the D&AD New Blood Award ceremony and Adobe’s much-anticipated fringe event, their Creative Meet Up London.
D&AD revealed the winners of the 2016 New Blood Awards at a special ceremony at Village Underground, in Shoreditch. This is the third year Hawthorn has provided technical production for the intimate occasion, that sees 300 of the best young creative minds come together.
With a brief to deliver an innovative experience within a fixed budget, whilst also being able to get kit in and out in just one day, the team at Hawthorn came up with an inventive solution that utilised the use of projection.
Having used video strips created from LED panels the year before, Hawthorn wanted to take a different direction for the 2016 ceremony, enhancing a key feature of the venue, its stunning bare brick walls. Using two of their new-to-stock Panasonic 6500lm laser projectors, Hawthorn projected D&AD and sponsor logos on to the archway wall before setting the party mood with stunning visuals created in-house by the company. Powered by an Avolites AI media server, the result was a stunning visual display and immersive experience.
In addition, Two Christie 10K Projectors were used to create the main screen, displaying content from the evening’s winners.
Lighting for the ceremony was designed to enhance the industrial atmosphere of the building, once a Victorian viaduct and used Robe Patt 2013s, a retro designed light that perfectly captures the current trend for tungsten fixtures. The set up was completed with the addition of Martin MAC AuraXB fixtures, creating a simple yet artistic lighting design that perfectly captured the atmosphere of the evening.
Tom Ring, project manager at Hawthorn, said: “It’s always great fun to work on the D&AD New Blood Awards. The use of projection throughout the evening allowed us to get really creative with our production, perfect for an awards ceremony recognising the best in young, artistic talent. We have a great relationship with the events team at D&AD so it’s wonderful to deliver another stand out event with them.”
Lauren Slater, events and special projects manager at D&AD said: “Hawthorn is one of our most trusted suppliers and once again we’re celebrating another fantastic year of D&AD New Blood Awards. We all work tremendously hard to deliver a stunning production and it’s fantastic to be able to call on technical experts like Hawthorn to help us to deliver the creative production that our audience expects.”
This year, joining forces with D&AD, Adobe brought their Creative Meet Up London to Shoreditch Studios with Hawthorn tasked by agency Taylor Bennett Partners to deliver full technical production for the event.
Hawthorn used three 14K-M Christie projectors along with a D3 Media Server to provide projection mapping to the existing curved venue wall behind the lecturn, with the custom-made content created by in-house Hawthorn experts using Adobe’s After Effects program.
Lighting used LED fixtures in the main, with Clay Paky glow-up strips, battery uplighters and ETC Source Four Lustr Series 2 to light the set floor. Audio used a variety of d&b boxes driven from a Yamaha QL5 digital mixing console.
Pete Harding, Hawthorn director, said: “The team at Taylor Bennett Partners are renowned for creating innovative experiences and it’s been great working with them again on another amazing event for Adobe. The effect of projection mapping on to the wall of Studio 1 was stunning and created an immersive, 3D-effect for the audience, drawing them in and really helping them engage with the content.”
Russell Bennett of Taylor Bennett Partners said: “Working with a client like Adobe, the focus is always on providing an innovative experience for those attending. We can always rely on the team at Hawthorn to deliver our creative solutions that helps Taylor Bennett Partners events stand out from the crowd.”
20th July 2016
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