Land Rover launched a new range of smaller city cars, the Evoque, in May 2011, staging a high-budget, opulent & lavish live event at Earl’s Cournt, Birmingham NEC and Manchester Central to kickstart their campaign.
I was part of a 2-man crew designing the on-screen visuals and graphics on a 4m high x 40m wide (yup, 40m), movable purpose-built rear projection cinema screen (providing 210 degree viewing), watched from a rotating 150-seater cinema as part of a 25 minute long performance incorporating gymnasts, dance routines, ballet, houte couture, and some mographs. Good laugh with a lot of hard work going into it from a large & diverse crew of skilled and talented individuals to pull the whole thing off.
The unusual 210 degree wrap-around screen meant designing and working in a similarly shaped extra wide screenspace, which also made for interesting previews & workflow, along with keeping the bulk of the action front and centre for the graphics-heavy sections and a more subtle treatment for parts of the show featuring on-stage performances.
