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.








  • http://www.todayandtomorrow.net pieter | today and tomorrow

    I guess Droga5 was heavily inspired by the work of Michael Naimark.

    http://www.naimark.net/projects/displacements.html
    http://www.todayandtomorrow.net/2009/03/13/puma-lift/

  • http://szymkiewicz.net bs

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

    • http://www.jeffhamada.com/ jeffhamada

      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.

  • http://www.jeffhamada.com/ jeffhamada

    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

  • http://picdit.wordpress.com Adam

    one sick video!

  • http://tobogan.wordpress.com Mela

    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..