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..





26.09.16 by Jeff

Photographer Spotlight: Jordan Tiberio

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Photographer Jordan Tiberio pays homage to an Irving Penn photograph entitled “Summer Sleep, New York” with her series “The Girl Next Door”. Tiberio obscures her portraits using a window screen and droplets of water. More images below.

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26.09.16 by Jeff

Illustrator Spotlight: Barbarian

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Drawings by Kuala Lumpur, Malaysia based illustrator Barbarian. More images below.

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26.09.16 by Jeff

Photographer Spotlight: Roos van de Kieft

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“Body of Work” by London-based photographer Roos can de Kieft. More images below.

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26.09.16 by Jeff

Photographer Spotlight: Zhenya and Tanya Posternak

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Photos by Zhenya and Tanya Posternak, twin-sisters originally from Kiev, Ukraine, and currently based in New York. More images below.

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23.09.16 by Staff

35mm Camera Made Entirely with 3D Printing

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SLO is a 35mm camera created by 3D designer Amos Dudley, every part of which is 3D printed, including the lenses (although those took about 5 – 6 hours to be sanded down by hand). Designed with a modular lens and shutter system, the lenses can be swapped in/out and longer exposure photos achieved using the shutter buttons along the top. More images of SLO below! You can also check out Dudley’s blog here, where he documented the entire project.

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