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Bridgestone wanted their reseller to know the importance of having the right tire on the right season, so they organized together with SAY WHAT? … Read More
Bridgestone wanted their reseller to know the importance of having the right tire on the right season, so they organized together with SAY WHAT? a big event on the last floor of the most important skyscraper of Milan. They decided to use mapping technologies to add feeling and emotion to their communication strategy. The problem was to find the better way to apply projection mapping on a single tire, and make the audience understand in one minute all the technical differences between the summer tire and the winter one. After many briefs we decided to cover a single tire with a special sheet and project on it the two different types of products. We decided to use the front part of the tire instead of the side to put the audience in a subjective view of the different enviroments. We utilized technical datas mixed up with realistic 3d enviroments of the different grounds (winter, summer, ice , snow, etc.) and build a curved screen inside a black box to immerse the audience in a virtual world. Read Less
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The Challenge
Bridgestone wanted their reseller to know the importance of having the right tire on the right season, so they organized together with SAY WHAT? a big event on the last floor of the most important skyscraper of Milan.
They decided to use mapping technologies to add feeling and emotion to their communication strategy.
The problem was to find the better way to apply projection mapping on a single tire, and make the audience understand in one minute all the technical differences between the summer tire and the winter one.

The solution
After many briefs we decided to cover a single tire with a special sheet and project on it the two different types of products. We decided to use the front part of the tire instead of the side to put the audience in a subjective view of the different enviroments. We utilized technical datas mixed up with realistic 3d enviroments of the different grounds (winter, summer, ice , snow, etc.) and build a curved screen inside a black box to immerse the audience in a virtual world.

The result
This work is a very good example of how entertainment can be mixed up with product advertising. Dressed like that the marketing message brings a lot of “feelings” to the target. The product gain a very strong identity and a new life.
It was a very nice experience for eveyone of us that get involved in the project, and we are happy that clients and audience amused themselves inside our “dark box full of colors”.

client: SAYWHAT? for BRIDGESTONE
agency: ANGELSIGN STUDIO
project manager: ALESSANDRO BIANCO
creative direction and video design: DANILO PARISE
video designers: STEFANO SCOTTI , GIULIANO CAMARDA
3D mapping technicians: MICHELE FUCCI , ANDREA NADALINI
3D mapping supervisor: ROBERTO FAZIO
sound design: ANDREA DAMIANO
scenography: GEMA