Bringing the IBX Letters to Life with 3D Projection Mapping


By now, most individuals within the Philadelphia space have in all probability seen at the least one billboard that includes the Independence Blue Cross (IBX) 2024 advert marketing campaign, that includes folks posed on or beside giant, blue, three-dimensional IBX letters.

These letters are usually not a digital design — they’re actual. In our adverts, the individuals are interacting with precise bodily IBX letters. We’ve additionally despatched the IBX letters to varied occasions, the place the general public can work together with them, too.

And after they’re not in use, they reside in our foyer and elsewhere at our 1901 Market Avenue headquarters.

The letters themselves are already fairly spectacular. However Calvin Tan and Marie Thresher from the IBX Artistic Companies staff have discovered a complete new software for the letters. They’ve labored out the way to venture photographs or movies onto them in three dimensions utilizing a way referred to as “projection mapping.” Right here’s how that occurred.

The Concept

Projection mapping has been round for a while. It has been used to create every thing from the singing busts at Disney’s Haunted Mansion to the beloved vacation gentle present at Philadelphia’s Metropolis Corridor.

Calvin Tan, a lead web communication coordinator on the IBX Artistic Companies staff (in addition to an achieved magician), had seen projection mapping being utilized in varied contexts, and questioned if there was a manner for IBX to make the most of this expertise.

He approached his colleague Marie Thresher, Artistic Companies’ senior movement graphics designer, with the concept of projecting video onto the three-dimensional IBX letters for the 2023 IBX Well being Care Discussion board. “I noticed I’d want somebody like Marie to assist me with this,” says Tan. “I began speaking to her about it, and he or she received actually excited.”

The Course of

Tan researched what software program could be required; Thresher created the animation. Then, the 2 associates pitched the concept to the Artistic Companies management staff.

Marc Balara, director of Artistic Companies, embraced the concept and accepted the acquisition of the software program. “Marc was actually giving us the inexperienced gentle to be taught it and check it and see if it really works,” Tan famous. “His assist on buying the software program and permitting us to be taught it was large.” The price of the software program was an funding, however dealing with the projection mapping in-house was far inexpensive than hiring an outdoor firm to do it.

Chris Counter, supervisor of digital and graphic design at IBX, commented, “All of us received tremendous excited as a result of it’s a enjoyable, immersive manner of storytelling and it captivates folks.” He added, “We now have actually good management that acknowledges new expertise, or simply helps issues we’re enthusiastic about doing. They’re prepared to place the funding into it.”

The letters had been 5.5 toes excessive by 11.6 toes large. It was essential to map the projection to their actual measurements or else the animation wouldn’t be efficient.

Tan and Thresher elicited assist from a number of departments at IBX, particularly the audiovisual and constructing services groups. “Collaborating with different groups was very important; we needed to lean on one another for lots,” Tan commented. “Everybody was actually enthusiastic about it from the start. Different departments had been prepared to assist.”

The Outcomes



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