digital signage projection technologies to promote U.S. Olympians.

Just as the world finished watching the Opening Ceremony of the London 2012 Olympic Games on July 27, Procter & Gamble and Gillette used digital signage projection technologies to promote U.S. Olympians and Gillette's special Olympics edition of its Fusion ProGlide razor.

Gillette projected video images of Team U.S.A. athletes Tyson Gay and Ryan Lochte onto buildings around Boston and sprays of water over Boston Harbor.

According to Gillette, which posted video of the event on YouTube, "(t)he event was a spectacle of light and water featuring 60-foot holograms of Team USA athletes Tyson Gay launching off the blocks and Ryan Lochte diving into historic Boston Harbor."

As part of Gillette's Global "Get Started" campaign, the company had been gearing Bostonian's up for the night's big event through a series of smaller projections throughout the city on well-known buildings. These brief mini-projections, which featured glimpses of Lochte and Gay, were intended to spark "buzz" in Boston while building anticipation toward the big festivities on Boston Harbor.
The event used multiple projectors to display the video images of Ryan Lochte and Tyson Gay in action on massive screens of particulate water vapor, sprayed into the air above the surface of the Boston Harbor. Water projection is a fine art that blends complex design and projection technology with a natural canvas. As the event began, powerful underwater pumps 100 feet from the water's edge created two video projection canvases by spraying a mist of water into the air. One screen of misted water was 120 feet wide by 55 feet tall, while the other screen of misted water measured 80 feet wide by 30 feet tall. A patented video mapping technology was used to display customized graphics, animations and video footage onto these enormous water screens as the images were projected frompowerful video projection equipment.