Daimler AG
film productions
DAIMLER PRESENTS THE SEMIS FUTURE WITH BRAND.NEW DAY
Video and animations play a dominant role for the Daimler AG at the IAA 2014 In particular, the highlight of the show, the FutureTruck 2025, is presented hourly hourly on a gigantic LED wall. BRAND.NEW DAY ensures it all happens seemlessly in 4K. But that’s not all. We showcase film productions that were planned and executed together with the Daimler AG at all the important waypoints and locations.
50.000 people take time out to visit Daimler AG’s impressive presentation while at th show. And nearly all of them get in contact with at least one of our multimedia productions. The highlight: a multimedia show for the presentation of the FutureTruck 2025, the world’s first self-driving semi. The showstopper that takes the audience’s breath away: All of a sudden, a giant LED wall opens up, fog streams in, and the FutureTruck enters the limelight with full throttle and full power. A event. To help guide visitors, the architecture provides something unique as well: ten LED screens hanging from the ceiling, combined with an LED frame all the way around, magically attracting viewership, and setting the scene around lead topics.
An extremely challenging project for our technicians and 3D-animators, both in terms of the construction and the animation. No less challenging, and just as fascinating: 50″ LED steles that present key topics, such as safety, efficiency, and after sales service. All of this in the business unit areas. And: the projectable LED-cubes on the show stage. Visible from far away, and completely unmissable, they support the market launch of the new Mercedes Vito. In total, 18 separate film productions were created in just 3 months.
The diversity of tasks required for this production meant we faced a range of different challenges. e.g. the presentation of the FutureTruck 2025 was no easy feat, through the huge quantities of data needed for the 4K production. Some clips were only completed just before the show’s opening. On top of that, our animations constantly had to be aligned with the show program. And the project around audience guidance was difficult in its own right. The combination of real video and LED light technology, simultaneously running over an area of about 120 meters, was a unique hurdle even at the inital design stage. The execution iteslef, then, had to be aligned and re-aligned with the show constructors and architecture, throughout the entire process. The results were impressive; seeing an animation over such a large is a spectacular sight to behold.
Cherief El Mahdy
FACTS
Square meters of video area
hours of raw material
hours of work for editing & animation
film productions
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ANSCHRIFT
BRAND.NEW DAY GmbH
Rudolfplatz 3
D-50668 Köln
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