Thursday, September 03, 2015
Vitasnella | Full body projection mapping
Projection Mapping Central: Bottled water company, Vitasnella, and production company, UNIT9 , have taken their branding approach to the next level. Using a live, 3D mapping experiment of the “Perfect Woman” they underline our judgmental reality and then wash it away. Using projected real-time, 3D graphics onto a real woman, the group tracked head and body movements. “It is a step further than what has ever been attempted so far in that we aim to add/subtract volume to the subject, as well as projecting simultaneously on body and face.”
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2 comments:
My feelings on this commercial are conflicted. It is a wonderful message about body image, and how you shouldn’t let other people tell you how to be if it conflicts with what you are and what you want to be. But I don’t think it is entirely tasteful to use that message to brand a companies image to what people think is positive . . . I think that there is a bit of hypocrisy in that. From a technological standpoint, it was actually not the best or most realistic use of 3D projection mapping onto a human body that I have seen. I was not a fan of the App based modeling system at all, while I understand that overly simplified GUI makes things accessible to a wider range of users than coding and real modeling programs, but there is no way that they can convey the same level of detail and accuracy, and it is misleading to think that the everyday user could ever create that kind of system from the ground up.
Although I think this commercial isn't all that great, and I personally didn't really like the design of the content in the projection mapping, I do like the concept of projection mapping on a person, and I think it has great potential to help push media use forward in performance based art. With well integrated media a projection mapped to a person's figure, such content could be a huge breakthrough in the costume's world, allowing for spectacular effects like instantaneous quick changes that could greatly add to the theatricality of any show. Of course to successfully integrate this technology in such a way, a very accurate high detailed body tracking system would have to be developed to compensate to performer's real in time movement, but such technology could revolutionize stage effects, at least on big budget shows. I think this technology is something that a big name stage show company like Cirque' should invest in, because it could lead to the future in stag effects. I know media is the new player in the theatrical world, but I think it has so much more to offer than just images on a screen, and I think this video embodies that idea.
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