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Sony PlayStation Store – Great Films fill rooms

Posted: December 2nd, 2011 | Author: | Filed under: Interactive Advertising | Tags: , , , | 2 Comments »

Projection mapping seems pretty popular right now. It was only the other night that Nokia did some large scale work along the Thames in support of the recent Lumia release. Duly supported by a grating electro- house soundtrack from that over-hyped Canadian (yeah, I’m not a fan) the response was pretty overwhelming. Yet whilst clearly quite a spectacle, how much ‘stuff-on-a-building’ can you do before the idea gets a little tired? I mean, it kind of feels like something I’ve probably seen before (bottom‘s and all!).

So it was kind of apt that I received links to these clips yesterday from the guys at the Viral Factory. Same same but different. Or what they like to call: “Immersive Imaging”. These vids promoting the SonyPlaystation Store (note the notion of ‘Great films fill rooms’ – nicely aligned with the creative) take the projection mapping idea and give it a refreshing twist by incorporating live ‘physical’ action too. Whilst far smaller in scale (your living room vs. a 30 storey building) these vids manage to get just as impressive results. Some really creative work here from the people at

Would love to see a variation of this idea being used in an experiential context. Geeky consumers love this kind of shit.

Video 1 (X-Men I think)

Video 2 (Transformers)

video 3 (Pirates of the Carribean)


Here’s some techy press stuff that goes into detail on how it all works

Virtual and physical worlds collide with “Immersive Imaging”Studio Output reveals the next generation of Augmented Reality for Sony PlayStation.

To show the far reaching capabilities of the Sony PlayStation and the rich movie content availablefrom the PlayStation@Store, creative agency Studio Output has created three transformational viralsbased on famous blockbuster franchises. Using the latest advancement in real time tracking, projectionmapping and Augmented Reality technology, they have created a whole new experience, which they’reterming “Immersive Imaging” (II). The virals aim to highlight the VideoStore service on PlayStation@Storewhere users are able to rent or buy their favourite films in high definition. These virals herald the next generation of Augmented Reality. “II” takes projection mapping as its starting point, but gives the viewer a supercharged experience with the help of the PlayStation Move.

In the past,projection mapping worked only from a single, static view point, and thus was very limited, by attaching the PlayStation Move to the camera, Studio Output can track projections to screens in real time. This enhances the effect of spatial deformation and false perspective on the projections, allowing viewers to look round (virtual) corners, bend walls, create a hole in the wall, or remove the walls altogether to reveal vast expanses of virtual worlds. This method, which Studio Output has termed “II”, is used to bring the films into a three dimensional reality.

To further delight the audience and enhance the sense of transition from one dimension to the next, thevirals also incorporate actors and props, pyrotechnics, triggers and booby traps, so for example, a projectedjolt to the table can knock over a real glass, which in turn spills projected water.

Each film starts in a normal living room. When the PlayStation is turned on, the scene springs into action,with worlds inspired by the different film themes emanating from the console and taking over the room.The viral aims to illustrate the infectious power of the PlayStation and the unrivalled viewing experiencesits offers through the PlayStation Videostore.


2 Comments on “Sony PlayStation Store – Great Films fill rooms”

  1. 1 Beast said at 3:39 pm on December 2nd, 2011:

    Interesting stuff and eminently more watchable than the prosaic stuff Nokia turned to (even if it does look better IRL).

    I was riveted right up until the whooping and-a-hollerin’ and-a-clappin’ at the end. Eugh.

  2. 2 Clip Bored said at 5:01 pm on December 2nd, 2011:

    High fives all round! Maybe it took them ages to nail the take.

    I do like it when the use of CGI is kept to a minimum – check out the making of one of the Old Spice ads: how intricate?!

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