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Shedding Some Light on 'Beamvertising'
By: Jeff Louis
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Everyone has seen creative out-of-home executions: Larger-than-life billboards that reach out to us in 3-D, mobile advertising vehicles that combine sight and sound with motion, and digital displays so clear they're capable of showing images as vividly as a television set.

Undoubtedly, we have stumbled upon captivating guerrilla-marketing techniques that have snatched our attention, whether it is sidewalk art, 3-D-like images painted on stairs, or collateral advertising on items such as shopping bags, drink coasters, and toilets.

If you took the idea behind both these mediums and combined them, you'd have a multifaceted-and-dynamic platform or as Lumina Motion in Santiago de Chile touts, "Beamvertising."

The word sounds idiotic, almost like something a character from a sci-fi film might say. Once seen in action, though, it doesn't sound so stupid. In fact, its attention-grabbing potential becomes quite evident and the creative possibilities seem endless.

While Beamvertising is not new, its unique capabilities have gained recent ground as a means to differentiate from the masses. Larger companies -- like Puma and Volkswagen -- have used the platform to launch new products and branding campaigns in Europe and South America. 

Beamvertising is created using a projector (usually mounted on a vehicle), a big power source, and a laptop. The mobile projector literally beams a hologram-like image on to surfaces in urban settings. The animation is controlled in real time, giving the images a life-like appearance and unlimited motion.

The platform's greatest assets are the element of surprise and the dynamic realism it delivers to passersby. Lumina Motion is one of the field's pioneers. 

 

 

Lumina does more than just "beam." They also have other "products" that revolve around light.

"Tridimesnional Projection's" are similar in concept to "Beamvertisements", but can be used indoors, projecting on walls, ceilings, and floors to create a wild visual presentation.  

 

 

"Monumental Projections" are large-scale audiovisuals that highlight parts of a surface, like building facades. Lumina employs a technique called architectural mapping to measure dimensional nuances and throws out an image that matches the structure.

The light "envelope" can be manipulated, making the building look as if it were moving or was built from varying materials. matching surface out of light. By illuminating different portions of the surface, they're able to create really cool visuals on a static surface. 

 

 

Architectural mapping works on anything that has more than one dimension, such as cars or people. Lumina teamed with fashion designer Loreto Correa to promote his 2010 clothing line and presented it as virtual clothing, beaming images of the designs onto models who were wearing lingerie. Correa's 2010 fashion line is appropriately titled, "Illuminated Apparel."

 

 

This makes me feel guilty about all the time I spent torching ants with a magnifying glass. If only I'd been a bit more creative.

To see more of Lumina Motion's visual presentations, check out their videos on Vimeo



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About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

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