Pearl Media And Creative i Use 3D To Make L.A. Building Vanish
Gail Chiasson, North American Editor
Pearl Media, a Fairfield, New Jersey-based non-traditional media company specializing in groundbreaking out-of-home brand experiences and Creative i, a Palo Alto-based integrated communications firm, teamed to ‘erase’ a building from Los Angeles’ storied skyline last week for CoStar Group’s LoopNet.com, an online real estate company.
In a scene reminiscent of several we’ve seen in Canada, notably involving Media Merchants, Pearl Media and Creative i used state-of-the-art 3D projection technology, visually demonstrating the message that ‘if a commercial property isn’t advertised on LoopNet Premium Lister, it might as well be invisible.’
Onlookers watched as the 12-story building on W. 9th Street between S. Olive and Hill Street seems to vanish right before their eyes.
Creative i developed an integrated communications program for LoopNet built around the simple, powerful message. The program culminated in an exclusive, VIP event celebrating L.A. commercial real estate luminaries, for which Creative i turned to Pearl Media to develop their first 3D projection experience. In addition to creating the 3D projection, Pearl Media handled the full event production for the evening. Grammy Award-winning band Train also took to the stage for a special performance during the much-anticipated event.
“We wanted to drive home LoopNet’s message within a visual experience that’s big, bold and undeniably bodacious,” says Rick Mathieson, vice- president and creative director at Creative i. “This 3D projection delivers on that objective – big time.”
To successfully achieve the illusion, Pearl Media used state-of-the-art, high-powered projectors, as well as its proprietary advanced 3D mapping technology, lighting, sound, shadows and animation to precisely map the 3D projection to the contours of the building.
“The disappearing building experience demonstrates Pearl Media’s ability to push the limits of 3D projection, and simply and beautifully demonstrates LoopNet’s brand promise, while creating a lasting impression with its core consumers,” says Josh Cohen, president and CEO, Pearl Media. “The great benefit of 3D projection is that it works as a live experience, which can then be shared exponentially online and via social media. This program also allowed us to showcase our 360 production capabilities. We created a breakthrough 3D projection, as well as designed and produced the staging, lighting and event for this A-list act and client.”
As part of LoopNet.com’s campaign, consumers can enter a contest to win an American Special Telecaster guitar by Fender signed by the Train at www.LoopNet.com/LATrafficJam. There, fans can earn a second entry by sharing the video of the vanishing building after they’ve submitted their entry.
Founded in 1995, LoopNet.com is a heavily trafficked commercial real estate marketplace online with more than 6.5 million registered members and nearly 3.5 million unique monthly visitors.
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