3D Projection Mapping

Bridgestone wanted their retailers to understand the importance of mounting the right tyre in the right season.
For this reason they organized together with agency “Say What?” a special event that took place on the top floor of one of the most important skyscrapers in Milan.
The client decided to use mapping technologies to add feeling and emotion to their communication strategy.
The issue was to find the best way to apply projection mapping on a single tire, and make the audience understand in just one minute all the technical differences between the summer tyre (codename “Potenza S001″) and the winter one (Blizzak LM32).


  • Concept
  • Direction
  • 3d modeling/rendering
  • Animation
  • Technical setup
  • Sound design
A single tyre was covered with a special white foil to project on it two different kind of products. Projecting on the front of the tyre instead of the side allowed us to sink the audience in a subjective view, ranging all the possible enviroments. We used technical datas mixed up with realistic 3d enviroments covering all different grounds (winter, summer, ice, snow, etc.) and built a curved screen inside a black box, in order to immerse the audience in a virtual world.
This work is a very good example of how entertainment can be mixed up with product advertising. Dressed this way the marketing message brings a wider range of “feelings” to the target. The product itself gains a higher identity.


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