The first projection mapped television set for UK live-broadcast TV.
Immersive directed and produced all the visual scripts and the detailed content was in constant movement for the entire 4-hour show. Immersive delivered a fully integrated design strategy including client workshops and stage design consultation, 42 minutes of custom branded 3D content with a unique visual for every performer, and television commercial idents.
The campaign raised more than £8 million for Cancer Research in the UK becoming the most successful first-year telethon ever held in the UK and funding 12 clinical trials.
Stand Up 2 Cancer’s initiative is to accelerate innovative cancer research so that new therapies get to patients quickly. The challenge was to stay respectful to the programme’s sensitive and serious subject matter but retain the light-hearted feel of an early evening entertainment show. To stay grounded in the subject, we created an overarching visual theme of barriers, collaboration, breakthroughs, transformation and achievement to represent the positive progress of scientific research and the donation milestones reached during the show. Following Channel’s request for vibrant and positive, with only light scientific visuals, we blended a modern pop-style of positive and playful graphics with warm and inviting colour palettes and geometric shapes for the aesthetic. Adding a cheerful soundscape kept the mood uplifting and chipper. When working on projects like this, we create internal documents of over 200 pages that display the different style and feels to both the client team and our own design and animation team.
We created a variety of visuals that matched each performer’s totally unique energy and sound. Because of the live nature of the show, the transitions and holding states were formatted to the pace of the show on cue; sometimes in slow and calm ethereal movement and other times in huge transformative movements with a perspective based 3D illusions. The movement of the animations are what make this a game-changing projection project; their composition created the illusion of real depth. The patterns build, giving behaviour and personality to the set. This is all to give the impression the wall is alive in a giant process of transformation and made the show feel new and fresh with every change. We visually structured the content so that each segment ends with a visual barrier that is overcome by the choreographed teamwork between the performers and set animation for a celebratory reveal of the donation milestones reached. It was our intention to make sure that the viewing public could see the effect of working together to create breakthroughs.
Our Ai Media Servers made it possible to program the entire show in advance and preview it from a screen in the server itself way in advance of the broadcast day so that we could sit with the director and the DOP to talk through which camera angles would work best. The Ai Media Servers visualizer keeps our clients fully involved in the process.
Immersive, recommended by Luke Hall to ace British television programme producer Whizzkid Entertainment, was included early in the master planning. Early inclusion meant we could consult on the set design, how the performances worked with the projection mapped set, and how the overall look and feel engaged the audiences for the full 4 hours. Involving Immersive at such a fundamental level helped achieve a more holistic take on projection mapping that resulted in a stunning set.
Immersive - The Art of Experiential Design
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