The ideaAs part of the UK's Arthur's Day celebrations, Guinness asked us to “Paint the Town Black”, as a prelude to a secret gig with a 3D video-mapping show.
The canvasThe courtyard of London's striking U-shaped Senate House was the perfect canvas to create a truly immersive experience. We designed a projection that spanned 270 degrees, wrapping the audience in the world of Guinness.
The physicsMore than 800 guests donned headphones and gathered in the courtyard to experience the worlds first “silent disco” video-mapping show. The creative was mostly monochromatic to reflect the “Paint the Town Black” campaign, and featured dramatic effects and 3D fly-throughs inspired by Ireland's most famous export. The heavy fluid simulations and black-and-white colour palette were a challenge, but our creative team achieved incredibly realistic effects using specialist fluid-dynamics software.
The experienceThe show got the evening off to an explosive start, wowing guests before they headed inside for an intimate gig with Sir Tom Jones. The video was later released online by Guinness Europe, notching up more than three million hits.