MOSCOW DAY by David Atkins Enterprises, THE GEORGE P. JOHNSON COMPANY for Alfa Bank

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MOSCOW DAY

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Industry Banking, Banking & Financial Services
Media Design & Branding
Market Australia
Agency David Atkins Enterprises
Agency THE GEORGE P. JOHNSON COMPANY
Creative Director Richard Lindsay
Producer Cyril De Baecque
Editor Marcus Coblyn
Released September 2011

Credits & Description

Category: Offline Digital Design
Advertiser: ALFA BANK
Product/Service: ALFA BANK
Agency: GEORGE P. JOHNSON
Agency: DAVID ATKINS ENTERPRISES
Creative Director: Richard Lindsay (Spinifex Group)
Design: Jonny Old (Spinifex Group)
Design: Richard Swan (Spinifex Group)
Design And 2D Animation: Jason French (Spinifex Group)
Design: Anna Meister (Spinifex Group)
2D Animation: Matt Lock (Spinifex Group)
2D Animation: Joe Webber (Spinifex Group)
2D Animation: Chris Hugget (Spinifex Group)
2D Animation: Gilad Arazi (Spinifex Group)
2D Animation: Ryan Close (Spinifex Group)
2D Animation: Evan Hancock (Spinifex Group)
2D Animation: Chris Zwar (Spinifex Group)
2D Animation: Damian Dunne (Spinifex Group)
2D Animation: Daniel Brown (Spinifex Group)
3D Animation: Pepin Portingale (Spinifex Group)
3D Animation: Nick Hunter (Spinifex Group)
3D Animation: Nathan Rule (Spinifex Group)
3D Animation: Jonathan Chambers (Spinifex Group)
Editor: Marcus Coblyn (Spinifex Group)
Producer: Cyril De Baecque (Spinifex Group)
Media placement: 4D Architectural Projection Mapped Video - Moscow Day - 4 September 2011

Describe the brief from the client
Moscow Day commemorates the anniversary of the collapse of communism with celebrations throughout the Russian capital. For the 2011 festivities, Alfa Bank wanted to mark the 20th anniversary of the celebration with an out-sized multimedia installation that would leave the thousands gathered on the grounds of Lomonosov Moscow State University inspired.

Describe the challenges and key objectives
The goal was to deliver a rich media experience deploying projection mapping. Key to creating excitement was the scale of the installation. In addition to the breadth of the University building, the uneven surface also presented execution related challenges.

Describe how you arrived at the final design
Using 4D architectural projection-mapped video Spinifex transformed the University façade into a huge digital canvas, with a 25-minute show that was breathtaking and 1 of the memorable highlights of Moscow City Day.

A representation of the evolution of Russian culture and politics, the 25,000m2 projection featured stunning visual illusions symbolising learning, Moscow’s history, and the city’s hopes for the future, mixing a sense of fun with deep meaning.

The installation involved 81 projectors and the work of 45 artists, and will be in the Guinness Book of Records as the largest projection mapping installation ever completed.

Give some indication of how successful the outcome was in the market
Over 300,000 attendees enjoyed the spectacular Moscow Day themed multi media presentation with an additional several million viewing the installation on television.