Projektil creates animations for Red Bull Music Academy
The Red Bull Music Academy has been traveling the globe since 1998, documenting and celebrating music culture around the world. In November, it made a stop in Zurich. To generate buzz during the event, Red Bull collaborated with the artist collective Projektil to produce animations that were projected onto billboards.
From 10 to 13 November 2016, the Red Bull Music Academy offered a diverse musical program and Zurich became a mecca for club and music lovers. A total of 50 international, national and local acts performed at 12 venues, including Zukunft, Longstreet Bar, Kino Roland, Gonzo, the Old Botanical Garden and Grossmünster. While DJ sets and live performances filled the night with sound, lectures during the day gave an insight into the creative work of selected artists.
Bringing static posters to life with video mapping
In the run-up to the event, the unique event was advertised on various channels such as social media, digital display, search engine advertising and out-of-home posters. To attract the attention of Zurich's urban population during the event, Red Bull produced animations in collaboration with the artist collective Projektil, which were projected onto various billboards on site.
Projektil is a collective of artists, creatives and technologists who create contemporary and innovative media experiences at the intersection of art and technology, always looking to break new ground in storytelling.
The idea was to retain the artwork and play with the existing elements so that the posters were staged in an unexpected way and converged from a static to a dynamic state. Numerous billboards and event locations in the city center were animated by VJs with 3D video mapping animations, bringing them to life. Projektil used the Lumibike, a mobile and movable projection device on two wheels, for this purpose.
Red Bull and the artists' collective succeeded in breathing life into the streets of Zurich, which seem very dull in November, in a creative way and cheering up passers-by during the Red Bull Music Academy Weekender.
