Iconic American landmark becomes giant pixel mapping screen When Daimler North America executives explored ideas for maximizing the
impact of their new Freightliner Inspiration Truck campaign – the fi rst licensed
autonomous commercial truck to drive on a United States public highway –
they honed in on a frequently traversed landmark representing another feat of
engineering prowess: the Hoover Dam. At its launch event, the Inspiration Truck
drove on top of the dam while a Barco-powered dynamic projection mapping
appeared on its surface.
An adventure of massive proportions Creating the projection mapping was naturally fraught with many challenges.
The 420,000 sq ft surface featured numerous angles and curves, widening from
bottom to top. One of the fi rst challenges was to locate the best position for
the projection tower. After exploring several areas, including the shoulder of the
bypass bridge and the base of the power plant, the production team fi nally
settled on a site down river from the face of the dam. It was the safest location
and positioned at the best angle from the dam.
With the projection tower located 2,500 feet away from the surface, the team
has to use 7.5-11.2 zoom lenses to span the distance and ensure pristine image
quality. Sixty Barco projectors were set-up in three banks, with six projectors
required to create each image. All images were seamlessly blended to create
a single 4592 x 2048 pixel image generating an astonishing 1.17 million lumens.
A seamless panorama of imagery Creative Technology, a world-leading supplier of AV products and technical staging
services, brought its expertise in video projection mapping and specialized
software to warp and render the projected image onto the curved wall of the
dam. “We’d tossed around the idea of doing a projection mapping on the Hoover
Dam for several years, but had to wait for the technology to catch up so we
could deliver a high quality show,” comments Graham Andrews, CEO of Creative
The ultimate show presented a series of stunning visuals, including Americana
themes, tumbling concrete blocks, and Daimler’s truck promotion to deliver an
emotional, immersive experience. The vibrant, true colors and high brightness
lent a realism to the visuals that truly capitated the audience, creating a