3D Projection mapping on buildings.
On cars.
On snow.
And now on shoes.
Projection mapping is the new flashlight painting. It wasn't that long ago when we were all in love with the Pika Pika light painting made popular notably by the folks at Sprint. These visual gimmicks seem to come and go with some initial buzz and excitement for the brand that brings it first to market. But what about the others that follow thereafter? Are they doing anything that makes the technique better? Are they adding anything to the brand narrative? Or better yet, are they doing anything that adds tangible value to peoples' lives? Or perhaps, are these new shiny, digital, "techie" things created, just another way to create some interactivity and dialog with our audience? If not, then I'd say they're just poor imitations that has no purpose other than having something shiny to add to someone's reel and not really addressing a challenge in a creative way.
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