Waterloo Station has appeared to collapse into rubble as Projection Advertising and Titan Outdoor unleashed a rail media first with their new 3D mapping projection technology, AdTrace.
Projection Advertising and Titan Outdoor transformed the façade of Waterloo Station with an ultra-realistic digital projection tailored to the exact features of the building.
The event launched the station frontage as a licensed projection advertising site managed by Titan Outdoor and gives media buyers a whole new realm to work within.
The opportunity has been realised by AdTrace which makes it possible to take architecturally complex buildings and map different elements of the creative to appropriate sections of the building while avoiding features which break up or distort the projection.
The adaptability of the tool now makes it possible to project onto virtually any building opening endless new opportunities for advertisers and building owners.
The company is attempting to reinvent the notion of light projection as an instrument of outdoor advertising and gives advertisers a new medium to work with.
The collaboration has been seen as an innovative response by Titan to the downturn in the advertising industry brought about by the recession.
The light show coincided with the week the clocks went back and the beginning of the projection advertising season as well as marking the launch of AdTrace, the 3-D video mapping technology behind the projections.
The content featured the station frontage crumbling to the ground around commuters and toxic glue cascading from the roof and filling up the building amongst other optical illusions and creative effects.
The impact on passers by was obvious with droves of rush hour commuters stopped in their tracks to stare in awe or take snapshots and mobile videos.