When you create an event for Epson – a printer company whose raison d’étre is to produce stunning visuals – there comes an expectation for a bit of colour.
Event staging and production mclcreate, which has offices in Edinburgh and Glasgow, fortunately did not disappoint and took to the brief with gusto for the global electronics giant’s presence at the world’s largest trade exhibition for audio-visual (AV) professionals held recently in Amsterdam.
The event featured a ‘projection mapping show’, deploying Epson’s own flagship projectors on two dramatic stages during the event – and the company’s award-winning booth at the heart of ISE and its European Partner event, hosted this year at the National Maritime Museum.
mclcreate also devised a 10-minute production which brought the function to a vibrant, high-energy finale themed around vivid brightness and fluid natural imagery using the precise, dynamic colour palette of Epson’s projectors. Three dancers performed live on stage in front of a giant presentation screen which provided the canvas for the projection mapping as it seamlessly ebbed, flowed and played around the historic courtyard walls.
Ahead of the event, mclcreate rehearsed and filmed the dancers in a green screen studio, so that they could fully blend the choreography with the creative narrative of the mapping piece to produce a unique and spectacular experience for all Epson guests attending the event.
“At our European Partner event, we wanted to provide customers with a truly memorable experience by creating a visually stunning show to demonstrate precisely what our new laser projectors are capable of,” says Neil Colquhoun, Executive Director of Professional Displays, Epson Europe. “The magnificent architecture of The Maritime Museum created the perfect backdrop to project the sharpest, brightest and most colourful images possible. The installation itself, together with the customer feedback we have had, is testament to our partnership with mclcreate and shows that they understood what it is we wanted to deliver – an unforgettable experience and a positive reminder of this year’s ISE.”
On its booth at ISE, mclcreate told a different story. Here, the creative vision for their mapping piece mirrored the geometric shapes of the Epson stand design. Patterned projection windows encircled a Mercedes–AMG Petronas Motorsport Formula One™ car, suspended horizontally onto a 9m x 7m wall. Connected narratives filled each geometric window whilst the car itself also formed part of this canvas, as it moved from the grid onto an F1 circuit. The three-minute mapping story, repeated on a loop throughout the four-day show, then transformed into an explosion of rich, organic colours, shapes and effects to reveal the powerful capabilities of the Epson EB-L25000U projector.
“With a huge audience of the world’s leading AV professionals to impress at both venues, the pressure for mclcreate to deliver technical as well as creative excellence was immense,” adds Jamie McAffer, mclcreate’s Creative Director. “The results are bold and imaginative statements that clearly demanded attention and instantly communicated the technological innovation, premium performance and forward-thinking expertise underpinning the Epson brand. We’re enjoying our partnership with Epson and can’t wait for them to talk with us about their next challenge.”