A virtual press conference from Sound & Video Contractor

Samsung screens take to the skies with Dataton WATCHOUT

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Jack Morton Worldwide

In a unique project that is as technologically challenging as it is visually arresting, Dataton WATCHOUT™ multi-display presentation and production system has been used to promote Samsung Electronics Australia’s latest generation of LED LiVE televisions throughout Australia.

When Samsung Electronics Australia and its Brand Experience Agency Jack Morton World Wide were looking for a way to promote the image quality of the company’s latest flat-screen TVs, they hatched (no pun intended) a plan to build a 6-metre tall giant hummingbird covered with TVs of various sizes and mounted at different angles.

jack-morton-worldwide-image-2.jpg

Jack Morton Worldwide

The idea was that the six-metre high hummingbird would be ‘flown’ above public areas across the country, offering an aesthetically stunning twist on contemporary digital advertising and signage techniques.

While the hummingbird’s stainless-steel infrastructure was being built by Concept Craft, the task of creating a solution for the playback of synchronized video content on the screens fell to Interactive Controls Pty Ltd. The company’s MD, Dean Stevenson takes up the story:

“In total there were 26 screens bolted onto the giant hummingbird, and we needed a way of mapping images across those screens. Because the whole motivation behind the project was to show off the quality of the screens, we had to do all this without compromising the images at all.

“WATCHOUT seemed the obvious choice. As well as maintaining image quality throughout, it offered us the flexibility to rotate images so that they matched the hummingbird’s various screen angles, to tailor the image to different screen resolutions and pixel densities, and also to use a number of other features such as cluster control and screen masking, which are used in different configurations depending on whether the screens are showing identical single images or parts of a much larger image.

“The software was a breeze to use and both ourselves and the client were extremely happy with the end results, which truly took the marketing of high-end consumer video products to a new level.?

Interactive Controls integrated Dataton WATCHOUT servers with a Medialon Showmaster show controller and Netgear Gigabit Ethernet switches for AV signal distribution. Remote control of the system was made possible via a 10-inch wireless tablet from DT Research.

For this project, Samsung partnered with the Australian Film Institute (AFI), to create a nationwide competition for aspiring film and digital content creators to develop a 60 second short film or digital content piece that told a story that encapsulated all the things that the Samsung LED TV stands for (connectivity, slim design, energy efficiency and picture quality).

“WATCHOUT’s ability to provide highly versatile image manipulation while preserving the full resolution of all display devices was key to the success of the ‘Samsung hummingbird’ project,? concludes Fredrik Svahnberg, Marketing Director of Dataton. “The result is a unique fusion of cutting-edge video art with a compelling marketing message. We look forward to co-operating with Interactive Controls and our other integrator partners worldwide to produce many more such multimedia solutions in the future.?

www.dataton.com

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