The 35-meter-wide by 7-meter tall 360-degree spectacular video used three separate components — multiple projectors, 50 lighting fixtures, elaborate surround sound and an innovative “magic” live element — to create a unique 3D projection mapping experience on an 8,000 pixel canvas during the staging of the spectacular event at the Leylaty ballroom. — Courtesy photo

 

JEDDAH — Projection Advertising, UK’s leading projection specialist, is promoting the new Saudi city of Murooj, which means Jeddah Meadows, and staged the largest indoor video-mapping event for promoting the new city.



The 35-meter-wide by 7-meter tall 360-degree spectacular video used three separate components - multiple projectors, 50 lighting fixtures, elaborate surround sound and an innovative "magic" live element — to create a unique 3D projection mapping experience on an 8,000 pixel canvas.



Staged on April 28 at the Leylaty ballroom – the biggest such venue in Saudi Arabia – as part of  a one-night gala to promote Murooj Jeddah, the 5-minute indoor mapping spectacular was projected before a huge audience, which included two Saudi princes. The entire build-and-de-rig took place in less than 24 hours.



Integrating Projection Advertising’s bespoken mapping software, with complex media server-controlled sound and lighting on a moving, three-component stage setting, the event boasted an innovative "magic" live sequence, which blended seamlessly with the overall production to create a unique video-mapping narrative, translated from the Arabic as "Jeddah Meadows: The Reality of a Dream".



“This was one of the most challenging mapping productions we’ve delivered,” said Tom Burch, Projection Advertising managing director. “From the elaborate storyboards right through to the integrated projection and live elements, we delivered an event worthy of the new city of Murooj Jeddah – and one of the most complex and entertaining 3D-mapping shows staged anywhere in  the world. It was an absolute pleasure to have been given the opportunity to deliver this event to Sumou and the Saudi government,” he said.



“Projection Advertising promised a completely unique 3D-mapping experience, and they delivered on all levels,” says Khalid Telmesani, Sumou CEO and Managing Director.



“Murooj Jeddah is going to be one of the most spectacular developments in the world, and it was important to us that the one-night gala event to promote it lived up to expectations," he added.



The video-mapping narrative begins with a film of a Saudi boy walking through the desert. He falls asleep and dreams his incredible journey growing up in the city of Murooj Jeddah. The finale features the seamless integration of the real-life actor emerging, as if by magic, from behind a projection cut-out, before shaking hands with the Saudi princes – Prince Khalid Al Faisal Bin Abdulaziz Al Saud of Makkah Province and Prince Mansour Bin Meteb Bin Abdulaziz Al Saud, Minister of Municipal and Rural Affairs. — SG