Fanta floods the street with audiovisual art and Christie technology

Eclipse Staging Services recently tapped Christie's expertise to help deliver an amazing mapping-based street marketing effort for Coca Cola's Fanta brand in the Middle East.

Under the title of Fancy, Eclipse Staging Services recently tapped Christie's expertise to help deliver an amazing mapping-based street marketing effort for Coca Cola's Fanta brand in the Middle East.

Four Christie Roadster HD18K projectors, each equipped with Twist cards, and stacked two by one, made possible an invigorating projection mapping on the Souk Al Bahar shopping center building in Dubai.

Commissioned by Prague-based production company Tomato Production to project the stunning advertising campaign for Coca Cola's Fanta brand in the Middle East, Eclipse turned to the Roadsters, equipped with 2.6-4.1:1 lenses, to project from a café on the first floor of the world's largest shopping mall, at a distance of 114 meters onto a 3840 x 1080 resolution surface. Christie HD18K projectors were chosen to ensure maximum impact.

Tomato Production's creative partner The Macula was responsible for providing Fanta's content in the form of a video game with chase sequences included. “After discussing Fanta's preliminary creative desires and the shortcomings of the Souk building, which was not very mapping-friendly, we prepared a basic concept,” said Martin Posta of Tomato Production.

There were two characters depicted in the projection, who were chasing each other, and who were small enough to be visible in a building with such discontinuous architecture. The rest of the content was based on a story produced by The Macula artists.

Using cameras and working at night to map out the building, the mapping specialists were able to position the projectors for the event.