In a unique project that is as technologically challenging as it is visually arresting, Dataton WATCHOUT™ multi-display presentation and production system has been used to promote Samsung Electronics Australia’s latest generation of LED LiVE televisions throughout Australia.
When Samsung Electronics Australia and its Brand Experience Agency Jack Morton World Wide were looking for a way to promote the image quality of the company’s latest flat-screen TVs, they hatched (no pun intended) a plan to build a 6-metre tall giant hummingbird covered with TVs of various sizes and mounted at different angles.The idea was that the six-metre high hummingbird would be ‘flown’ above public areas across the country, offering an aesthetically stunning twist on contemporary digital advertising and signage techniques.
While the hummingbird’s stainless-steel infrastructure was being built by Concept Craft, the task of creating a solution for the playback of synchronized video content on the screens fell to Interactive Controls Pty Ltd. The company’s MD, Dean Stevenson takes up the story:
“In total there were 26 screens bolted onto the giant hummingbird, and we needed a way of mapping images across those screens. Because the whole motivation behind the project was to show off the quality of the screens, we had to do all this without compromising the images at all.
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