Auto Trader:
Driven By Style
Realtime colour scanning and projection mapping magic gave the people of Miami a very personal experience - a car that matched their style
Year
2016
Location
Wynwood Arts District, Miami, USA
Production Company
UNIT9
My Roles
Creative Director
Motion Designer
About
To promote Auto Trader’s search by colour website functionality, we set up an installation in the fashionable Wynwood Arts District of Miami, USA. People’s clothing was scanned and detected before the colours were projected across the street and onto a parked car opposite. A pillar on the sidewalk contained a sonar detector to sense that someone was in front of it. As attendees approached, a ring of LEDs animated in a sequence to illustrate to the user that they had triggered something and were about to be scanned. The sequence resulted in a bright white ring and a HD camera captured imagery of the clothing. The images were quickly analysed and up to 5 dominant colours were automatically picked. These colours were then used to fill separate matte layers of animation within our server which were subsequently projected upon the street. The motion graphics travelled towards the car and engulfed it, changing the vehicle’s paintwork to be the dominant colour. Brand messaging appeared and after enough time for a photo, the colour transitioned out, back onto the street.
