Wednesday, 11 January 2012 18:10
Milan's Piazza San Babila was the canvas of a spectacular show commissioned by Hugo Boss to celebrate its 30-year partnership with McLaren Formula 1 and the opening of its renovated store in Milan. Formula 1 champion Jenson Button did not miss the event, which brought together more than 800 spectators among guests and curious. To commemorate the event, the communication agency 'Say What' was entrusted with the task of setting up innovative motion graphics. The agency hired the services of Angel Studios, which in turn turned to Roberto Fazio, an audiovisual artist of 3D mapping, to create an impact film. Using four Christie Mirage HD18 1080 HD DLP® projectors provided by Christie Digital Network partner, Piazza San Babila was brought to life and traffic stopped by vehicles and walkers.
The concept of the four-minute video fuses fashion and design, drawing a parallel between the power of McLaren F1 engines and the elegance and style of Hugo Boss.
Since 1981, Hugo Boss has been in charge of dressing the McLaren Formula 1 team, thus generating, between the two firms, an international profile. In those three decades of collaboration, Hugo Boss has racked up numerous triumphs with the McLaren automotive team, including ten drivers' championships, 145 Grand Prix victories and 132 poles.
The video starts with the starting lights that mark the beginning of a Grand Prix and that here announce the reopening of the store. The building on which the video is projected becomes a computer-generated 3D graphic, which transforms it from a race track to the interior of an F1 engine. The grand finale is a bolide that collides with the building that, at the time, displays the Hugo Boss logo. Sound effects impeccably synchronized with the video complete the extraordinary experience.
With a brightness of 18,000 ANSI lumens, the Christie Mirage HD18 offers a resolution of 1920x1080 and a native contrast index of 1600-2000:1 full field. The content was managed with one Pandora's Box Media Server video server and four Pandora's Box client servers.
Fazio, the 3D mapping artist, states: "Christie's projectors were instrumental in making this project look and looking and achieving a striking image. Hugo Boss wanted to celebrate his partnership with McLaren Formula1 with a show that would convey strength and generate authentic brand awareness. Everyone was deeply impressed."
Fazio assumed the art direction of all phases of the project in the company of his technical collaborator Michael Sterbizzi, who works with Digital Networks, Christie's partner, and who was in charge of the technical aspects of the show.
Sterbizzi says: "Before the event, we had a couple of days to test the equipment and project the video. The only difficulty was the high level of ambient light of the place. But thanks to the high brightness of the Christie projectors, the screen was a success."
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