July 2016 - Go2 Productions

Take your Trade Show Booth from Boring to Extraordinary

by Scott Justis, Technical Producer-Director

Trade shows are a great networking opportunity for your business. You will be surrounded by hundreds of booths, though – many of them filled with your competitors. So it’s imperative that you do something different, something that will attract visitors to your booth and make your business stand out. Enter projection mapping.

3D projection mapping is comprised of four main components: 3D animated media, the media server playback system, a projection system (one or more), and a projection surface.

With diverse projection surfaces ranging from Lady Gaga’s face to a twenty-three-story Montreal office tower, the applications of 3D projection mapping are incredibly vast. Mundane and tranquil environments by day become energized at night and objects being mapped seem to come alive. Within the trade show environment, the technology can be applied along with sound design and other effects to create a dazzling display that people enthusiastically share through social media channels.

Take your Trade Show Booth from Boring to Extraordinary
Displays and products themselves become projection surfaces that can deliver your marketing message like no other medium.

The advantages for trade show exhibitors is that some shows allow for enclosed booths/stands or to have the overhead lighting turned off over the booth boundaries. For example, a booth/stand that is 20’ square or larger can be enclosed to create a mini “holodeck” that can take an attendee on a journey through a marketing message.

Another example of a great display is to have a projection of the interior of a boat on the side of the boat giving the attendee the illusion of seeing the interior via X-Ray vision. A third example can be a special presentation theater with the sides and ceiling mapped to create an immersive marketing journey.

When considering the application of a 3D projection mapping system there are some things to consider. The media projected can be anything that is able to be displayed on a normal monitor, even live streams and interactive content. The projection surfaces can be anything not made of glass or mirrored in any way. Booth headers, floors, walls, and even tabletops are all possible. Some surfaces such as frosted Plexiglass and fog curtains can create 3D effects and Plexiglas can also work as rear-projection surfaces.

Besides the trade-show floor, there exists an opportunity to incorporate 3D projection mapping at off-site marketing events. Special venues with unique features may present a projection surface (interior and exterior) around which an event can be based. Often the off-site events take place after dark or in dark environments that allow for great design flexibility. Creating an immersive themed space will provide the best medium for marketing message delivery, as was the case with Genie.

3D projection mapping in all its flexibility can certainly enhance the marketing message and environment of a trade show booth or stand. All it takes is some imagination, engineering and a great team of seasoned professionals on your side.


What’s on: Event Roundup

The best tech, marketing, and design events in August and September 2016. Get your tickets, quick.

GamesBeat 2016, August 1-2, Los Angeles, California
Explore the gaming industry’s latest trends, growth opportunities, technical directions, and newest monetization opportunities.

Elevate presented by BizBash, August 3, Washington, DC
Rethink and explore the new attendee journey at events with in-depth workshops on event marketing, technology, and design.

ILEA Live 2016, August 11-13, Austin, Texas
2 days of engaged conversation with top creatives in varied fields including event planning and production, film, fashion, music, art, and design.

Content Marketing World Conference and Expo, Sept 6-9, Cleveland, Ohio
Learn everything you need to implement a content marketing plan that will grow your business and inspire your audience.

Circles, Sept 7-9, Grapevine, Texas
Circles Conference is a place to learn from world-changing thinkers and innovators for the creative community.

IBC, Sept 8-12, Amsterdam, Netherlands
IBC is the leading tradeshow for professionals engaged in the creation, management and delivery of broadcasting media entertainment.

MozCon, Sept 12-14, Seattle, Washington
Three days of forward-thinking, actionable sessions in SEO, community building, content marketing, analytics, and more.

Digital Marketing Innovation Summit, Sept 15-16, Los Angeles, California
Be creatively inspired to create a leading marketing strategy to enhance customer engagement & drive your businesses revenue.

Vancouver Startup Week, Sept 25-30, Vancouver, BC
Vancouver Startup Week brings together entrepreneurs, investors, and friends for one engaging week, to celebrate innovation and technology.

Microsoft Ignite, Sept 26-30, Atlanta, Georgia
Five days of hands-on learning, industry insights, and direct access to product experts—all in one place.

TEDx Trailers we want to Watch Again and Again

TEDx, the independently produced TED-like experiences, are designed to spark conversation, explore ideas and bring communities together. It’s no wonder then, that the custom-made trailers for these events are just as creative and a real inspiration – even with limited budgets and resources.

Some of these videos were shot in just one take, as in the case of TEDxThessaloniki 2014, where the actors were perfectly choreographed and had to hit their marks every single time.  Others, like TEDxKoeln 2011, made use of CGI to introduce interesting elements to tell a story. Our favorite, ‘The Power of X’, from the 2013 TEDxSummit, had us divided here at team Go2 as to how they achieved this very cool video. Was it a kaleidoscope effect done in post production or just brilliant use and placement of mirrors? Either way, it has us hitting the replay button a number of times.

And, of course, TEDxEastVan 2016 had a visually stunning  trailer done in-house by the Go2 team. Our designers took thousands of photographs for the trailer, to succinctly capture the true flavour of East Vancouver.

“End-beginning,” from TEDxThessaloniki 2014

“Balance,” from TEDxKoeln 2011

“Kids,” from TEDxKids@Chiyoda 2013

“The power of X,” from the 2013 TEDxSummit

“Move,” from TEDxEastVan 2016