17.03.09 by Jeff

Love story told with projections!

This is incredible. Puma’s new ad showing how light their new L.I.F.T. shoe is (173 grams). If anyone can explain to me (in layman’s terms) how they did the projections, please proceed.

puma lift shoe light projection ad













Jeff
Jeff Hamada is the Founder and Editor of Booooooom. He lives and works in Vancouver.



  • bs

    Nice. Reminds me of this White Stripes’ video by Michel Gondry
    http://www.youtube.com/watch?v=zh7UFi2b9xU

    • true – but this is like taking that to the next level – their clothing is projected onto them so precisely!

  • DanQM

    My guess is a combo of Peppers Ghost/Musion Eyeliner (what Gorillaz use when they “perform”) and very clever projection that is timed perfectly…or it’s all CG!

  • No T.

    For the clothes, the dancers did it in two passes.

    First they wore black jumpsuits with the clothing on top.

    The second pass projected the clothing back onto the dancers. The dancers had to perform the same exact moves. This pass took a few tries to get right.

    All the other elements came from different projectors on set.

  • insider information! i like it – makes sense – i really like all the other little details in the production – like the sliding floorboard at the beginning and the backdrop projection is great too with the walls falling down

  • one sick video!

  • Beautiful! I would love to be in this production!

  • tebez

    the technique is called videomapping.

    the most difficult part is projecting over the persons, but i think that’s the reason of the spastik movements….
    great add..





06.12.16 by Staff

Photographer Spotlight: Inka & Niclas

inkaniclas14

A selection of recent work by Inka Lindergard and Niclas Holmstrom (aka Inka & Niclas). Click here for previous posts. See more images below or check out their new book “The Belt of Venus and the Shadow of the Earth”.

Read More

06.12.16 by Jeff

Artist Spotlight: Cristina BanBan

cristina-banban33

A selection of paintings by London-based artist Cristina BanBan. More images below.

Read More

06.12.16 by Staff

Photographer Thomas Prior Captures Mexican Festival of Sledgehammers and Homemade Explosives

thomas-prior36

Men in the Mexican town of San Juan de la Vega wield sledgehammers loaded with homemade explosives, in this series of intense photographs by American photographer Thomas Prior.

Part of an annual festival honouring St. John the Baptist, residents take part in the exploding sledgehammer ritual, dodging deadly shrapnel to commemorate a time when the town’s namesake was able to triumph over some gold-stealing bandits! See more images from “Bomba” below, available now through Dashwood Books.

Read More

06.12.16 by Staff

Artist Spotlight: Jake Terrell

terrell9

A selection of work by comic artist Jake Terrell (click here for previous post). More images below.

Read More

05.12.16 by Staff

Artist Spotlight: Amelia Midori Miller

miller1

A selection of paintings by artist Amelia Midori Miller (click here for previous post). More images below.

Read More