If you watched the Super Bowl and weren’t in the kitchen at halftime frantically looking for more beer you probably saw the “Bridgestone Super Bowl XLVI Halftime Show” featuring Madonna and a pile of people, most of whom don’t feature in my iTunes collection. OK, none.
What was great to me and countless AV/digital signage nerds was the 3D projection mapping used at the show — arguably some of the best event-based stuff seen outside the mega-budget Olympics ceremonies.
The company that made the technical side happen was DWP Live, an event AV company based near Nashville, while the actual animations were the work — not all that surprised when I think about it — of a Montreal company. Some of the most creative work on the planet seems to come out of that amazing city, and this time it was by a multimedia firm called Moment Factory.
DWP used 32 Barco FLM HD20 projectors suspended 150 feet in the air, blasting images on to 11,000 square feet of projector surface material pulled out over the turf. The company says the projectors were operated, converged and edge blended by DWP Live using the Barco Projector Toolset, at a main control computer.
Moment had 12 people working on the creative, having been hooked up with Madonna through Cirque du Soleil, which is also based in Montreal. Moment has done several interactive visual projects with the performing group.
It took more than three weeks of dedicated set up time in Indianapolis to pull off 13:33 minutes of some very cool visuals by Moment — though I think I most enjoyed the guy doing crazy “slackline” bouncing and balancing on a rope.