Working with IHG, we created a video that would be projected onto the Helmsley Building for three days as part of the brands larger “Guest How You Guest” campaign.
With holiday festivities just around the corner in NYC, IHG Hotels and Resorts were looking for a way to bring their own shine during the NYC tree lighting events. Working with IHG, we created a video that would be projected onto the Helmsley Building for three days as part of the brands larger “Guest How You Guest” campaign.
Luxury Resort Brand That Moves
Keeping in mind that this video projection is part of the brand’s larger campaign, our main focus was to find a concept that continued to highlight the luxury appeal, and have movement. For the graphics, we went with a more architectural approach. Utilizing the exterior of the building, our concept called for geometric shapes that transform and reveal destination imagery.
Projection Magic
To create the final product, we used a regular white light to illuminate the building in a reverse projection mapping technique that reveals text and images emerging from the inside of the walls of the Helmsley Building. For the transition, we created shadows on the illuminated building exterior that allow for creative transitions that make it look like the building itself was moving.
