Found Studio Utilises Projection Mapping Tech for Startling Fujitsu Spot

Fujitsu has launched a new global online film targeting business customers showing how it harnesses data to digitally transform people’s lives and businesses.

The film, created by mcgarrybowen and Found Studio, aims to reinforce Fujitsu’s position as a world leader in the processing, storage and analysis of Big Data and bring to life the brand’s ‘digital transformation’ offering. It was shot using ground-breaking projection mapping techniques and technology to transform a white set into a series of live-action scenarios. The different scenarios show the brand helping parents look after their children, allowing retailers to give customers exactly what they want, helping farmers increase productivity, keeping workers safe anywhere on earth and making cities work more fluidly than ever thought possible.

Using the tagline “Shaping tomorrow with you”, it will be premiered at the Fujitsu Forum in Tokyo on Wednesday, May 18th, and will be supported by a worldwide online business-to-business campaign later this year. The film seamlessly transitions through a different environments and landscapes, incorporating a multitude of characters and locations as well as visual effects, animation and information graphics - all within the confines of a 32ft-square white cube. Shot live and in-camera and without the use of any post production, it uses a mixture of front and back projections, 3D projection mapping and a state-of-the-art holographic projection technique using Holo-Gauze, a virtually transparent projection gauze that can create the effect of 3D holograms. This technique was used this to create all the information graphics in the film, live and in-camera.

Jane Briers, Creative Director, at mcgarrybowen London, said: "We had a real opportunity to make the medium of projections part of the message itself, and bring to life the theme of 'digital transformation' in a way that had never been attempted before. We found the perfect partners in Found Studio to help us with an enormously complex shoot."

Mike Sharpe, Director at Found Studio, said: "These are exactly the sort of exciting multi-faceted projects that we love to get stuck into at Found. The guys at mcgarrybowen came up with a brilliant concept that allowed us to work across our favourite three disciplines - animation, direction and technology - to make a visually striking film in a very unconventional way.”