Hot Wheels to launch 3D race display in Sydney
Toy car brand Hot Wheels is to create a major experiential event in Sydney with a #D mapping lightshow extravaganza
created by agency Muse at Circular Quay.
the announcement:
Tuesday March 1st 2011 : Hot Wheels™ is set to light up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House on Thursday March 10. In a spine tingling show, the notorious Hot Wheels™ Skull Racers will shatter the facade of Customs House as they compete in the ultimate speed racing battle.
Brought to life by international digital production agency Muse, the projection features footage of the world’s fastest toy vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, will be kept on the edge of their seats as the racers smash their way through one of Sydney’s most historic buildings.
“Every Hot Wheels owner has imagined themselves racing through a fantasy Hot Wheels™ track. Now the experts are showing us how it’s done with a race that’s set to bring Customs House crashing down” said Hot Wheels™ Australia Senior Marketing Manager, Amanda Allegos. “Strap yourself in; it’s going to be a wild ride!”
Founded in 2005, Muse began is an internationally recognised company for its innovative and creative new approaches to communication, enabling direct interaction between brands and people. Their 3D projections have been around the world with displays for ACDC, Samsung, and retailer H&M. Now it’s Hot Wheels turn in Sydney.
Over three minutes the 3D projection mapping will add a whole new dimension to the heritage Customs House, cracking the stone work and letting 3D artistry takes over, revealing the depths of the Skull battle world as the racers put on a gripping light display. The eerie cackle of the Skull Master will shatter a calm Sydney Harbour from 9pm on March 10 at Customs House.
Source: Hot Wheels press release
