Brazil. Brazilian company ON used Christie Griffyn 4K50-RGB pure laser projectors to illuminate the historic Arcos da Lapa monument in Rio de Janeiro as part of a campaign to unveil the new jersey of Clube de Regatas do Flamengo, Brazil's most popular football club, in collaboration with Adidas Originals.
The aqueduct, one of the city's most recognizable architectural landmarks, was transformed with Flamengo's signature red-and-black palette and campaign phrase Patrimônio Original da Nação (The nation's original heritage). ON performed the activation on behalf of WMS, an Adidas agency.
To achieve the visual impact on the monument's 70-meter-wide façade, ON installed two Griffyn 4K50-RGB projectors in temporary structures located 55 meters apart. The projected content covered an area of around 1,190 m² and included moving red stripes and yellow phrases.
"We chose the Griffyns because of their level of brilliance and chromatic accuracy, which are fundamental for this project," explained Hugo Rodrigues, CEO of ON. "Red was the predominant colour and we needed a lot of saturation and contrast to make it stand out against the dark background of the arches. The projectors gave us exactly the tone we were looking for, with enough power for an outdoor environment."
The ON team applied warping and blending techniques to adapt the contents to the irregular architecture of the aqueduct. The system was managed with a server equipped with Resolume Arena 7, and the tests were carried out under strict confidentiality to avoid revealing the campaign ahead of time.
"Working on the Arcos da Lapa was a technical challenge because of their geometry," Rodrigues added. "But the Griffyns allowed us to map the surface accurately, and the end result was a striking image that reinforced Flamengo's identity and the message of the campaign."
Since the project had to be kept secret until launch, rehearsals took place in the early hours of the morning with masked content. "The tests were one of the most delicate phases," Rodrigues said. "In a city with so many Flamengo fans, any leak could have attracted a crowd and ruined the surprise. We had to hide the content until the moment of activation."
Although the screening was not publicly announced, passers-by and tourists witnessed the show, which was mainly intended for recording and dissemination on digital media and social networks. The choice of the Arcos da Lapa as a canvas underlined the deep connection between Flamengo and the city of Rio de Janeiro, reinforcing the club's role as a cultural symbol that transcends football.
