Game of Thrones Projection, Hollywood

The Darkroom joined forces with global advertising agency BBDO to promote HBO's new TV series, GAME OF THRONES.

The projection was designed and produced by The Darkroom's Creative Director Bruce
Ferguson, who designed the projection to be exclusive, while staying true to the design
elements of the show, such as the gate, shields, and the sword, along with the series strap-
line, 'winter is coming'.

This projection included a wall that looked like ice -- based on an iconic and crucial location
in the series -- which came alive with projection mapping and themes from the series to
create excitement and anticipation among the target audience.

The projection ran every half hour at night for three minutes on a loop, and stopped many
passersby in their tracks.

After being selected by BBDO as 'far and away the best company for the job' Ferguson built
the custom projection, incorporating important elements and icons of the Series to bring the
vision to reality, turning a Los Angeles spring night into a winter spectacular.

Ferguson said creating something to be projected onto a billboard while incorporating a wall
of ice was a new challenge for The Darkroom.

"This is a billboard that comes to life ... or a movie with a final frame that remains on the
screen even after the projectors are turned off," he said.

"We're always excited by the opportunity to work with a new concept. That's what keeps it
exciting and makes motion graphics such a successful marketing tool. It has to be unique to
be eye-catching."

BBDO New York Director of Creative Engineering, Jd Michaels, worked closely with
Ferguson on the project. "It was much more complicated than originally imagined, expanding
each day; but the smooth planning and careful execution of Darkroom talent made certain
that time was not wasted and no opportunity to make the work better was missed."

GAME OF THRONES is based on the bestselling fantasy book series "A Song of Ice and
Fire," by George R.R. Martin. The new series launched its ten-episode season on Sunday,
April 17, on HBO.

Client: HBO
Executive Producer: Anthony D'Souza (HBO)
Producer & Project Manager: Jd Michaels (BBDO New York)
Director: Bruce Ferguson
Primary 3D Animation: Nathan Bayliss
Primary Compositing: Bruce Ferguson
Secondary Animators: Nick Meikle & Shaun Madgwick
London Producer: Emma Wolf
Sound Design and Original Score: Jono Buchanan
Technical Production: Staging Techniques [ST]

Category:

Film & Animation

Tags:

• Mapping projection
• hollywood and highland
• darkroom
• game of thrones
• April
• motion graphics

[TheAppleFanDaily]

This is ace

[Luminapolis]

One of the favorites of Luminapolis Channel

[wholewheatdumpling]

So cool! It's so 3D too. Great sfx.

[horazon86]

@Kittehtech From Top to bottom - Lannister, Baratheon, Arryn, Stark, Targaryen, Greyjoy, and Tully.

[Kittehtech]

I wish I could see all the house sigils more closely. There are a few there we haven't seen, yet.

[stainedjuanito]

The sound is overwhelming, the video awe-inspiring. Very good.