By now, most individuals within the Philadelphia space have most likely seen no less than one billboard that includes the Independence Blue Cross (IBX) 2024 advert marketing campaign, that includes individuals posed on or beside massive, blue, three-dimensional IBX letters.
These letters will not be a digital design — they’re actual. In our advertisements, the persons are interacting with precise bodily IBX letters. We’ve additionally despatched the IBX letters to numerous occasions, the place the general public can work together with them, too.
And once they’re not in use, they reside in our foyer and elsewhere at our 1901 Market Road headquarters.
The letters themselves are already fairly spectacular. However Calvin Tan and Marie Thresher from the IBX Artistic Providers group have discovered a complete new utility for the letters. They’ve labored out how you can challenge pictures or movies onto them in three dimensions utilizing a way known as “projection mapping.” Right here’s how that occurred.
The Concept
Projection mapping has been round for a while. It has been used to create every part from the singing busts at Disney’s Haunted Mansion to the beloved vacation mild present at Philadelphia’s Metropolis Corridor.
Calvin Tan, a lead web communication coordinator on the IBX Artistic Providers group (in addition to an completed magician), had seen projection mapping being utilized in numerous contexts, and questioned if there was a method for IBX to reap the benefits of this expertise.
He approached his colleague Marie Thresher, Artistic Providers’ senior movement graphics designer, with the concept of projecting video onto the three-dimensional IBX letters for the 2023 IBX Well being Care Discussion board. “I noticed I’d want somebody like Marie to assist me with this,” says Tan. “I began speaking to her about it, and he or she obtained actually excited.”
The Course of
Tan researched what software program can be required; Thresher created the animation. Then, the 2 associates pitched the concept to the Artistic Providers management group.
Marc Balara, director of Artistic Providers, embraced the concept and authorised the acquisition of the software program. “Marc was actually giving us the inexperienced mild to study it and check it and see if it really works,” Tan famous. “His help on buying the software program and permitting us to study it was large.” The price of the software program was an funding, however dealing with the projection mapping in-house was far inexpensive than hiring an outdoor firm to do it.
Chris Counter, supervisor of digital and graphic design at IBX, commented, “All of us obtained tremendous excited as a result of it’s a enjoyable, immersive method of storytelling and it captivates individuals.” He added, “Now we have actually good management that acknowledges new expertise, or simply helps issues we’re enthusiastic about doing. They’re keen to place the funding into it.”
The letters have been 5.5 ft excessive by 11.6 ft huge. It was vital to map the projection to their actual measurements or else the animation wouldn’t be efficient.
Tan and Thresher elicited assist from a number of departments at IBX, particularly the audiovisual and constructing amenities groups. “Collaborating with different groups was important; we needed to lean on one another for lots,” Tan commented. “Everybody was actually enthusiastic about it from the start. Different departments have been keen to assist.”
The Outcomes