Signs of the Times - March 2014 - (Page 16)
Te c h no lo gy U p date
By Darek Johnson
Moment Factory's
Super Bowl Virtual Theater
Darek Johnson
is ST's Senior
Technology Editor/
Analyst. Email him
at darek.johnson@
stmediagroup.com
Spectacular multimedia show projected on Macy's
Herald Square façade
When Julie Armstrong-Boileau
contacted ST regarding the Super
Bowl spectacular show that Moment
Factory projected onto Macy's
Herald Square wall, I remembered
the night I first saw a projected,
lighted sign - a gobo. In Boston,
outside a Newberry Ave. restaurant,
it comprised a single gobo lamp
that cast the café name, in white
light, onto the sidewalk.
It was noticeably cool, subtle.
And discreet.
Gobos, brightly lamped devices
with die-cut, metal faces, project
lighted images (think of Batman's
sky logo) and have dominated
theatre productions for years, but
Boston's was the first I'd seen
applied as signage. Within a few
months, I happened upon another.
No longer subtle, this one - motorized and programmed - playfully
skittered a bright, Mickey-Mouse
form across a shopping mall's hallway terrazzo and, pied-piper style,
enticed kids - and me - into a toy
store.
T
oday, armed with its proprietary,
X-Agora™ interactive, mediamanagement, playback systems,
and other technologies that make
those early gobo efforts look like
petroglyphs, Moment Factory
(Montreal), under contract with
the NFL and working with event
organizers PPW (Culver City, CA),
created the 2014 Super Bowl XLVIII
Photographs of Moment Factory's NYC Macy's 3,390-sq.-ft. Herald Square wall
that displays part of its digitally projected, full-motion, 3D, eight-minute show
that regularly appeared on the evenings leading up to Super Bowl XLVIII
16 SIGNS OF THE TIMES March 2014
Virtual Theater, a super show
projected on the 3,390-sq.-ft. outdoor
façade of Macy's (NYC) Herald
Square.
Moment Factory is a new-media
and entertainment studio that
specializes in the conception and
production of multimedia environments. Its work combines video,
lighting, architecture, sound, special
effects and more, to create, it says,
remarkable viewing experiences.
The eight-minute Super Bowl
show ran on evenings that led up
to the Super Bowl game. It featured
original NFL footage, 2- and 3-D
animation and special effects "that
would morph, come out of the
screen - and grab you."
The show spotlighted more than
Table of Contents for the Digital Edition of Signs of the Times - March 2014
Signs of the Times - March 2014
Contents
ST Update
Technology Update
Designing for Large Format
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review: Summa’s DC5 and DC5sx printers
Technology Review: PrinterEvolution Neo Series printers
Design Matters
New Products
Happiness Squared
They Speak the Language
The 2013 Lighting Survey
Ganassi Racing’s Green Light
Dynamic Digital Signage Made Simple, Part 3
Industry News
Advertising index
Editorially speaking
Signs of the Times - March 2014
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