Building projections seem to have grown almost exponentially in use and popularity recently. Part video art and – increasingly – part advertising, the projections utilize surveying tech, 3D animation tools and digital projection techniques to create immersive shows for audiences at building venues around the world. Late last year, Drive Productions in London orchestrated a dazzling projection onto London’s Millbank Tower on the shores of the Thames, set to music from DJ Deadmau5. fxguide talks to Drive CEO Ben Fender about this show, as well as other projection mapping work his company completed for Ralph Lauren and HP.
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