Video mapping: what exactly is it?
Video mapping is an audiovisual advertising database technique that involves the use of video projectors to display static or animated images in video format on real surfaces , usually on historical buildings or monuments.
Typically, this type of show is accompanied by sound and generally has an artistic character, although it can also be used for advertising purposes to promote new products or generate brand awareness.
In fact, although architectural mapping is one of the most well-known and spectacular, it is likely that this technique will continue to gain prominence in the world of marketing due to the emotions it arouses, the level of engagement it generates and its memorable impact.
How to do video mapping?
Video mapping has a highly artistic component, but it also requires knowledge of perspective and physics. In fact, it is a complex process in which many details must be taken into account.
Before creating the images, it is essential to know the shape, structure and surface on which they will be projected. Therefore, the first step in creating a video mapping consists of mapping the object , whether it is a bridge or a cathedral, to compile all its relevant characteristics. Then it is necessary to carry out the modeling , which consists of reconstructing that object with a 3D design program.
Finally, the images are created to fit perfectly on the surface where they are to be projected . For this, video mapping software such as MadMapper or Visution Mapio is used, which allows different visual effects to be generated so that the images come to life without being distorted. This means that the images created for a video mapping project cannot be projected onto a different surface or object.
Of course, the message must not be forgotten, as video mapping is not just a visual spectacle . Whether it is used to promote an architectural complex, advertise a product or commemorate a special event, it is essential to ensure that the central message is clear to the audience.
How does mapping work?
To create a video mapping, three fundamental elements must be intelligently combined: light, perspective and sound . Light is the most important aspect as it defines the space, shapes, colours, textures, volume and even depth if a three-dimensional effect is desired.
It is also necessary to consider the lighting in the area at the time of the screening, as well as whether it will be held outdoors or indoors.
On the other hand, it is essential to take perspective into account, otherwise the final result will leave much to be desired. To carry out a video mapping projection, it is necessary to take into account aspects such as the location of the projector, the angle of projection and even the position of the viewer, so that the images do not suffer distortions that affect their quality.
Furthermore, one cannot neglect the way in which the images will interact with the surface elements, especially when projecting onto monuments or buildings where there are usually windows, balconies or reliefs that could deform the images.
Sound is a supporting element for the visual spectacle, so it is used to make it more attractive, increase its impact and give it greater realism. Therefore, the sound must be perfectly tuned to the images being projected, thus generating a more immersive experience for the viewer .
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