Dell Technologies TVCs

Projecting Magic for Dell

Over the years, we have utilized projection mapping techniques on a wide variety of objects, ranging from mannequins to mansions, cars to castles, and even Olympic-sized buildings and sports arenas. For our latest series of Dell commercials, including Magic, GE, Chitale Dairy, and Columbia Sportswear, we challenged ourselves by projecting content onto massive scrims, a jet engine, a boat, a snowboarder, and even a live cow named ‘Molly.’ This required six full days on the set to complete.

Techniques used: Projection Mapping, 3D Animation
Client: Dell

Overview

We faced a major challenge while working on the project due to a very tight daily schedule with a large number of shots to capture each day. We had to be quick to adapt to the director’s requests during set changes, which required us to move projectors around the set and sometimes even calculate new lensing calculations on the spot. To ensure we had comprehensive coverage, we had to elevate the projectors on scissor lifts to get over cameras and lighting rigs swiftly. Moreover, we had to focus rapidly on each surface as it changed position from shot to shot.

In total, a dozen projectors and a wide range of optical lenses were used to support a multitude of projection surfaces.  Four 30,000-lumen projectors with ultra-short throw lenses and some creative warping allowed us to cover the rear 96’ wide x 40’ high surface. Our team also used two additional 30,000-lumen projectors to cover another large 80’ wide x 40’ tall downstage shark tooth scrim.

To cover each of the smaller surfaces, such as the jet engine, cow, hospital room, snowboarder, rock climber and fisherman, our team installed several compact and lightweight 10,000 and 20,000-lumen projectors, some of which had to be continuously moved based on camera positions. The results are truly magical.

The Results:

View the commercials here: