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Dataton’s seamless solution helps BP convey a sustainable image

WATCHOUT at the heart of immersive London 2012 cyclorama

The use of cutting-edge multimedia technology to entertain consumers while reinforcing brand values is gaining momentum globally, and a shining example using Dataton WATCHOUT™ multi-image display and presentation software platform was to be found at BP’s ‘Fuelling The Future’ showcase during the London 2012 Olympics.

In a 360-degree environment designed by KBW Design, systems integrator DJ Willrich (DJW) designed and installed the AV system according to guidelines laid down by LOCOG, the London Organising Committee of the Olympic and Paralympic Games. DJW used eight Panasonic projectors to create a cyclorama with seamless edge-blending courtesy of Dataton WATCHOUT. WATCHOUT was supplied by Dataton Premium Partner, Mirage Associates.

With a timeline synchronised to a Medialon show-control system, the audience was surrounded by a shifting audio-visual landscape that brought to life BP’s key brand messaging as an Olympic sponsor – that the company is discovering and recovering energy efficiently, responsibly and safely from some of the world’s most hostile environments.

David Willrich at DJW comments: “We have used WATCHOUT many times and had no hesitation in specifying it for this project. The system’s ability to blend, warp and geometrically correct multiple video images, synchronise them to a multimedia show, and put the whole thing inside a package that can be controlled on-site by non-technical staff, is second to none.”

For Dataton, Marketing Director Fredrik Svahnberg adds: “It is always a thrill to contribute core technologies to an event of global significance such as the Olympic Games, and we were delighted to be part of ‘Fuelling The Future’.

“Our systems performed faultlessly in front of almost 50,000 people during London 2012 and, now that the Games are over, they can be completely re-purposed – complying with the wishes not just of LOCOG but of our end-customer as well.”

ENDS

Note to editors: Images © KWB Design & courtesy of DJ Willrich.

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