How to create a virtual Twickenham Stadium, while conjuring all the raw excitement and pulse-stammering suspense of a World Cup rugby game? This was the challenge thrown at us by Heineken, in a loud and proud celebration of its partnership with the Rugby World Cup.
For this project we transformed iconic Somerset House into the home of England rugby, making one of the finest examples of Neoclassical architecture in the capital pulse with illusions of high-octane sport, fireworks and tier-upon-tier of zealously cheering rugby fans.
The spectacular 270° mapping show was created as the centrepiece of a VIP launch party in celebration of the opening of the Rugby World Cup. The projection tied in with a competition Heineken ran to give away its famous coin toss to one lucky rugby fan – specifically designed by our animators to create a realistic ‘on the pitch’ experience.
It was the launch party to top all launch parties, attended by rugby fans in their thousands and rugby royalty such as Will Carling, Matt Dawson, Scott Quinnell and John Smith. It also racked up over 650, 000 views on Facebook and stole headlines in The Daily Mail, The Guardian and numerous other high-profile media outlets.
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PixelArtworks is a trading name of Projection Artworks Ltd
UK: Unit 400 Highgate Studios, 53-79 Highgate Road, London NW5 1TL
UAE: Re:Urban Studio, Dubai Design District, building 7, Dubai, United Arab Emirates