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 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

    • 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..

21.10.16 by Staff

Artists Create Gig Posters for New Oasis Documentary


Tim Lahan


Our friends at The World’s Best Ever have tapped artists (and Oasis fans) Tim Lahan, Justin Hager and the gang over at Friends of Type to create gig posters for the release of the new documentary, Oasis: Supersonic. Can’t wait for the film. Check out more images below.
Read More

21.10.16 by Staff

Artist Spotlight: Dana Oldfather


A selection of paintings by self-taught artist Dana Oldfather. More images below.

Read More

21.10.16 by Jeff

Illustrator Spotlight: Alexandre “Zedig” Diboine


Digital paintings by illustrator Alexandre Diboine aka Zedig. More images below.

Read More

21.10.16 by Jeff

Artist Spotlight: Julie Heffernan


Recent paintings by artist Julie Heffernan (previously featured here). More images below.

Read More

21.10.16 by Jeff

“Spirit Quest” Skateboard Film Will Melt Your Mind


Colin Read (Mandible Claw) has made quite a name for himself over the past few years as one of skateboarding’s most exciting filmmakers. His film Tengu: God of Mischief was burnt into the retinas of every skater on the planet when it came out – specifically the subway section of the film where Koki Loaiza ollies across the train tracks (towards the third rail) at the 145th St stop (watch it here). Shout out to our bud photographer Allen Ying of 43 Magazine who snapped the infamous photo (which you can see here).

Read’s newest film “Spirit Quest” has the energy of his previous films with a heavy dose of mind-melting editing and camera tricks. I watched the trailer above roughly a million times to analyze what I was actually looking at. Love the multi-cam stuff and the sequence at 0:33 is a thing of beauty. Creativity like this makes me want to go make stuff. I was so excited about the film I had to toss a few questions at the Claw himself. Enjoy a short interview below!

Read More