WSL US OPEN OF SURFING
PROJECT
Immersive Projection Mapping for Coral Reef Awareness
WHAT WE DID
Projection Study, Creative Conceptualization, 2D/3D Motion Graphics, Projection Mapping
CLIENT
Adrienne Arsht Center for the Performing Arts
TIMELINE
Start October 2022,
Finish November 2022
CHALLENGE
Our collaboration with International Merchandising Company for the US Open of Surfing presented several challenges. One of the primary challenges was ensuring the visibility of sponsorship signage without obstructing surfers or spectators' views. Given the unique location of the event at the Huntington Beach Pier, we needed to find innovative solutions to place signage effectively in hard-to-reach places while withstanding strong winds, water exposure, and the bustling crowd. Additionally, we had to emphasize the importance of vibrant pigments and colors to create eye-catching signage that would stand out on the sandy beach and be easily recognizable during televised broadcasts.
CHALLENGES
- Relatively low budget for design, implementation and marketing
- 8-week time constraint for the whole project
- Website must match existing digital corporate identity
- Website should be deeply integrated into the HubSpot solution
- Design & development from scratch is not feasible
- Customer would like to be able to edit content and structure
- Website must be implemented in three languages
- Webdesign must match modern design standards
SOLUTION
To meet this challenge, we collaborated with Light Harvest Studio and Coral Morphologic, an organization dedicated to coral research through art and science. We employed 3D projection mapping technology and fifteen high-powered Panasonic projectors to transform the concert hall into a canvas for macroscopic coral imagery.
The content, hosted on three Modulo Pi Player servers, ensured a seamless and captivating playback experience. In addition, five projectors were craned into the tower to cover challenging angles. This installation was unique in that it did not require permitting, as it was projected on private property from private property.
RESULTS
The result of our efforts was a 25-minute loop of stunning footage that made it appear as if real coral organisms were growing on the building itself. This immersive spectacle, strategically timed during a high-traffic week, reached an estimated 1 million people over six nights. By leveraging projection mapping, we successfully communicated the urgent message of coral conservation, inspiring action and raising awareness for these threatened marine ecosystems. This project demonstrated the power of art and technology in fostering environmental consciousness and educating the public about critical issues.