Projection bombing big impressions!
Projection bombing campaigns provide an opportunity for brands and agencies to go large (really large!) with their messaging potential. It has also been used to dramatic effect by organisations wanting to create a media friendly impression – as recent projections of Elon Musk by Led By Donkeys activists have shown.
Sometimes referred to as guerrilla projection, the imagination is really the only restriction on projection bombing potential because images, animation and film can be projected almost anywhere – from the buildings of an urban cityscape to the contours of a rural landscape.
From its North Devon HQ in the southwest of England, Blackbeam Cinematic is fortunate to have plenty of rugged landscape to play around with and interacting with the natural world brings its own sense of dramatic occasion. However, our work with agencies and brands also sees us heading off to the city to create a stir.
Guerrilla projections are great because, unlike other forms of media advertising or messaging, they can be turned around so quickly. This makes them ideal for reacting to events, such as the job we did for Pepsi (via Double Take Projections) reacting to the Lionesses winning the World Cup in 2023.
Is Projection Bombing Digital Graffiti?
As a form of artistic expression, projection bombing has been referred to as digital graffiti, due to its transformational properties. It also allows slogans to be relayed quickly and attract attention. Over the years there has also been a meeting between this artform and activism. Well known examples have included ‘No to the War in Iraq’, projected on the Houses of Parliament in 2002 and Global Justice Now’s ‘Refugees Welcome’ projection on the white cliffs of Dover in 2016.
However, guerrilla projections can also be just about having fun. Whether that’s spreading a bit of holiday magic over town landmarks, or working with artists to turn buildings into giant canvases, the relatively low cost involved makes it an attractive option. Get in touch with Blackbeam for more info on projection bombing services in the southwest of England (and beyond!). In the meantime, here’s our pick of 5 projection bombing campaigns that have created headlines in recent years.
1) Projecting the Dark Knight
In 2019, the 80th birthday of one of popular culture’s favourite comic book heroes – Batman – was marked with celebrations across the world. How do you create impact for such an event? By pulling out the iconic Bat Signal in a series of guerrilla projections in major cities of course!
2) Creating a Rude Impression
It wasn’t the first of the projection bombing campaigns, but in the days before social media, this stunt by marketing agency, Cunning, managed to go globally viral in 1999. Back then ‘lad’s mags’ were virulent in UK popular culture (as explored in the BBC documentary Loaded). To publicise FHM magazine’s world’s sexiest women poll, Cunning projected a nude picture of the poll topper , Gail Porter, on the Houses of Parliament. While the campaign was effective it shows how different times were and would not be deemed appropriate today.
3) Kicking like a Mule
The Houses of Parliament have been used as a projection bomb canvas on several occasions since. Led by Donkeys are well known for their self-described ‘political street theatre activities’ and for taking their messaging larger and to places others fear to tread. Long before Elon Musk was saluting over the Tesla factory, they projected on Parliament to highlight the Partygate investigations in 2022.
4) Artists use projection bombing to ask questions
Using projection art to provoke a response is not a new phenomenon. While a chapter long consigned to the history books, the apartheid regime of South Africa was the focus of much popular cultural protest in the 1980s. The Polish artist, Krzystzof Wodiczko is renowned for his artworks which use projection as a medium, transforming buildings to highlight the experiences of marginalised people. In 1985, while illuminating Trafalgar Square for a piece of work, an impromptu act in which he turned a projector onto South Africa House in support of anti-apartheid demonstrations. As well as being a spontaneous use of targeted projection bombing campaigns, it was called one of London’s most important events of the year by Time Out magazine.
5) Branding shows its Metal
The final entry into this list comes from the work of our good friends north of the border, Double Take Projections. One of our favourite example of effective projection bombing campaigns, their campaign for Irn Bru, saw the pillars of Edinburgh’s Forth Bridge reimagined as bottles of ‘the other Scottish national drink’!
From lighting up The Pier at Glastonbury Festival to creating immersive spaces to projection bombing on the likes of the historic Box building in Plymouth, Blackbeam Cinematic loves transforming spaces and opening a portal for the senses!
