Prior to this launch video projection mapping was mainly just being experienced on large building facades. Showrooms by their nature are light, bright spaces which aren’t ideal for projection mapping.
Bentley required a “radically different car launch” to support their dealerships, aiming for a new way to connect with their clientele in 2011. Drive Productions were asked to put together a launch that was technologically spectacular and could tour around all of the UK dealerships, while also showcasing the car in a way that reflected the brand ethos. Drive chose to create detailed mapping, to project the content onto the body of the car itself in order to could reflect landscapes and transformations to celebrate the lines of the vehicle.