Creative Technology To Enhance Your Event Environment

Light gobos used to create a dynamic display of architectural lighting and projection on the exterior façade of the museum by Moment Factory.
View Gallery 25 Photos
bb Blanc for the 2016 Honda of Canada Manufacturing Holiday Party production. Digital set using LED panels, circular LED panel display, moving light fixtures and custom graphics. Photo: The Taurus Group
Lighting on string curtains, fibre optic curtains, gobos on side walls for an awards gala. Different lighting colours used to change look between awards Freeman audio visual
Lighting on string curtains, fibre optic curtains, gobos on side walls for an awards gala Freeman audio visual.
Gobos, lighting to colour spandex pieces & wave wall to create textured powerful backdrop to reflect company brand Freeman audio visual
bb Blanc for the 2016 Cisco Connect Toronto production. 70’ wide screen with a 3 projector blend. LED video panels shaped as the Cisco Bridge to display digital content. LED moving lights above each panel and on stage to complete the set. Photo: Skylite Images
Brookfield Place Galleria LED Architectural lighting by Westbury Photo Credit: Henry Lin
4th Annual Target Toronto Fashion Incubator Fashion Show Projection mapping onto runway/dining room table by Westbury Photo credit: Rob Sandolowich from Westbury National
Lincoln Navigator Launch Table Projection with Lincoln logo by Westbury National Photo Credit: Rob Sandolowich
Light gobos used to create a dynamic display of architectural lighting and projection on the exterior façade of the museum by Moment Factory.
Interior projection onto their massive Chen Discovery Wall by Moment Factory. Museum’s works are adapted through a prism of a kaleidoscope to recreate the Museum’s facade.
Sound reactive visuals (projection that reacts to music) created by Moment Factory.
FMAV used projection mapping to display the Pepsi logo on the balloon clouds.
FMAV projected a holiday scene onto a circular projection surface to create a unique decor element.
Used starscape in the ceiling to complement nature at night theme for the dinner. Used top lighting on tables to create atmosphere Freeman
Projection Mapping done by FMAV.
FMAV used widescreen projection to set the park scene.
FMAV showed clients what is possible with tabletop projection as decor.
Participants’ portraits were used as principle scenographic content, oscillating constantly between the “Doom” and “Gloom” version of their portrait. Credit: Moment Factory
Guests portrait through augmented photo booth. Credit: Moment Factory
Mega red laser was synchronized with the separation between the “Doom” and the “Bloom” universe concept, creating a moving ceiling about the guests heads.
Holt Renfrew 175th Anniversary Street Party 3D projection mapping by Westbury National
House of Commons, Ottawa Projection Mapping by Westbury National

We, as event planners, are constantly faced with the challenge of having to create bigger and better experiences, but we are told to stay within the same budgets or sometimes even less. Knowing how to anticipate what lies ahead and what new live event technologies are available is critical to your success and establishing yourself as a knowledgeable industry leader.

Without a doubt, technological advancements in projection and lighting have enabled us as event designers to think outside the box and create truly immersive environments to marvel our audiences like never before. We can now turn the corridors of an ordinary convention centre into an auditory and visually unexpected landscape for our guests. Picture

Imagine your guests entering the Piazza San Marco in Venice, one of the most famous squares in the world. Watch as they are mesmerized by the Byzantine architecture of St. Mark’s Basilica, its titanic bell tower and the Venetian lagoon. They walk by Harry’s bar, a swanky watering hole that hosts the likes of Ernest Hemmingway, Charlie Chaplin, Truman Capote, and Alfred Hitchcock, and hear the bustling sounds of the square. It is no longer in your imagination; this is now all possible and affordable.

Projection mapping, for those who are not familiar with the technology, is the ability to project objects onto surfaces. It can be as straightforward as projecting on screens or more complex as projecting interactive 3D displays onto buildings or industrial landscapes.


The 2016 RBC Innovators’ Ball (see above) hosted is an excellent example of fully immersive projection.

Once cost-prohibitive, advances are making this technology more accessible. 3D software is getting better, mapping is getting faster, projection is higher quality, and you can pretty much project onto almost any surface, including things like arenas, stadiums, cars, tables, runways, etc. You can even go floor to ceiling and wall to wall if you genuinely want to transport your guests to another world.

Two completely different examples are the Projection Mapping on the rink at the Colorado Avalanche’s hockey arena and the Target Fashion Show’s use of the technology, both implemented by Westbury National.

4th Annual Target Toronto Fashion Incubator Fashion Show Projection mapping onto runway/dining room table by Westbury Photo credit: Rob Sandolowich from Westbury National

Before deciding to jump in and propose a projection to your client or committee, here are some factors you will need to take into consideration and discuss with your client and service provider:

  • Budget
  • Size of venue space
  • Theme/mood creation
  • Content, i.e. what are you projecting? The more complex the detail of the images, the costlier it will be.
  • Messaging — will you be using this technology to convey messages? For example, are you connecting your guests to a cause in terms of a charitable gala?
  • Time — you will need to give enough time in the planning process to maximize cost, creativity and collaboration.
  • Audience size — consider whether it is an intimate affair or a gala for 1,000 guests.
  • Ambient light — too much light, i.e. windows or lighting from your LED screens, can affect your projections.
  • 2D vs 3D — 3D is much more expensive and requires much more time and preparation. 2D can be just as impressive if you are strategic about the surfaces, i.e. custom backdrop and locations that will benefit the effect.

Lighting is an easy and cost-effective way to create ambiance. Lighting & gobos can transform your room and create a dynamic feel. Light shows (moving light fixtures) can add excitement to your event or a great vibe for dancing or concerts. Pin lighting can be a great way to create drama and transform centrepieces and decor elements into art pieces.

Lighting on string curtains, fibre optic curtains, gobos on side walls for an awards gala. Different lighting colours used to change look between awards Freeman audio visual

Recently, I used a fibre optic drape to create a starry-like backdrop which was complementary to a night under the stars theme. It is not a new technology, but fibre optic curtains are a trusted tool for creating feature lighting that provides a smooth yet spectacular colour changing effect that can be used for a variety of applications.

Regarding projectors, HD Projectors are fairly common today and cutting edge event producers are turning to 4K Ultra HD projectors. However, the question is whether there is real benefit to using 4K Ultra HD versus regular HD projection. 4K offers higher resolution, roughly

4X higher than regular HD, but they are still new to the marketplace and expensive to rent. In addition to better resolution, you can use one 4K projector instead of stacking four HD projectors to create one large image that looks richer, sharper and less pixelated.

According to Joel Reodica of FMAV, “The advantage of this is that there is less work in terms of installation; however, 4K projection mapping would require 4K motion/video graphics to match the resolution capacity, which means higher costs due to increased rendering times and file sizes. 4K content would also increase the capacity of the hardware-playback system or media server. Regular HD video equipment, transmission cables and projection hardware are incompatible with higher data rates and file sizes that 4K possesses. New 4K hardware is required.

FMAV projected a holiday scene onto a circular projection surface to create a unique decor element.

4K may not cost 4X as much as using HD, but it will still introduce more significant cost with potentially a much more compelling experience for the audience.”

Joel adds, “The alternative to 4K projection is to blend 4 or more HD projectors using a large blending system like a Spyder, which is also costly.”

According to Josh Lovejoy of AV Concepts, “4K makes sense for more unusual stage designs or intricate scenic elements that demand precise projection mapping.” It all comes down to cost.

Regarding 4K Ultra HD verses LED, Lovejoy mentions advantages and disadvantages to both.

“LED’s most significant advantage is its effectiveness with ambient light. So, if you’re working in a space with a lot of natural light, like ballroom foyers, LED will likely be a better solution than projection. LED is essentially your only choice if your event is outside during the day because projection is rarely powerful enough to compete with direct sunlight. If space is a genuine concern in your keynote or general session room, and you’re worried about the projection cone, LED will also likely offer the advantage of significant space savings.

The most significant disadvantages of LED can be cost and image quality, as even the highest resolution LED screens often pale compared to the image quality of projection. LED is also generally much more expensive.”

Laser Projection is in its infancy and cost-prohibitive for most. It will provide unprecedented brightness, colour, and image quality and set the stage for the next generation of large-scale visual experiences. Giant screens, 3D cinema, theme parks, projection mapping and other colossal productions can now be scaled up to previously unattainable levels, enabling the most memorable and impressive spectacles imaginable.

So, how do the designers and technicians start the creative process regarding content creation? FMAV shared a video showcasing their creative process at work.

I asked Stephane Raymond, Creative Director for the award-winning Moment Factory, where his team begins their creative process. They start with a client briefing to obtain critical information including what kind of experience the client is looking for and what key messages they want to deliver.

He says when they begin work on a project, it is critical that the user interface (UI) and the User Experience (UX) are straightforward and easy to understand for the guests. The technology needs to be concealed so that the experience becomes magical. If you reveal how the trick is done, it ruins the mystique for the audience.

Guests portrait through augmented photo booth. Credit: Moment Factory

Moment Factory’s WWF Canada Pandamonium Doom & Bloom Fundraiser in Toronto is a perfect example of that magic in play. A mega red laser was synchronized with the separation between the “Doom” and the “Bloom” universe concept, creating a moving ceiling above guests’ heads. Participants’ portraits were also used as principal scenographic content, constantly oscillating between the “Doom” and “Bloom” versions of their portraits. 

Raymond also says that his team often uses lighting to enhance projection, and when cost is a factor, you can use it to complete the projection. For example, suppose you are not able to afford multiple projectors to cover the entire mapping surface like a building. In that case, he recommends using lighting as wall grazing/wall washing so you can create a more glorious and complete experience. In addition, the use of sound and music plays an important part in the overall experience and should also be considered.

House of Commons, Ottawa Projection Mapping by Westbury National

One way to keep content creation costs down is to use 2D as opposed to 3D projection, which is mainly used for optical illusions. You can “trick” the illusion with a 2D image. It may not be as big or bold as 3D, but it is a viable option, especially when you project strategically. Another way to offset the budget is to use generative content production.

Wikipedia defines generative art as “art that in whole or in part has been created using an autonomous system. An autonomous system in this context is generally non-human and can independently determine features of artwork that would otherwise require decisions made directly by the artist. Generative art is often used to refer to algorithmic art (computer generated artwork that is algorithmically determined).”

As access and cost come down, we are going to see lighting and projection replace physical decor to some degree but don’t count out the need for decor designers. These tech advances only create more opportunities for collaboration between the traditional decor designers and projection content creators to make a seamless and powerful impact.

Here are some more videos for you to get some audio visual inspiration:

Thanks to the following event professionals for providing content and photos:

Brian T. Moore, The Mustard Shop
Clémence Foisy-Marquis, Karine Gagnon &
Stephane Raymond, Moment Factory
Christian Millett & Madeleine Bart, Freeman Audio Visual
Jamie Richardson, Alissa Hurley & Joel Reodica, FMAV
Mike Agard, bb Blanc
Rob Sandolowich, Westbury National
Josh Lovejoy “4k Ultra HD vs HD Projection.”

For more creative event solutions from Hala Bissada, follow her on twitter and facebook at @HalaEvents.

About Hala Bissada: Hala is an international award-winning event-producer, one of Canada’s foremost event fundraisers and an industry Thought-Leader. Prior to establishing Hala Events, she spent 5 years with SickKids Foundation and 8 years with Children’s Aid Foundation managing their high-profile event portfolios. In 2013, she earned the coveted Best Industry Contribution Award at the ISES Esprit awards for establishing the Ryerson University Special Event Certificate Program where she currently teaches the curriculum. Hala was also recognized as Event Professional of the Year at the 2012 Canadian Event Industry Star Awards and in 2010, received the Alumni Award of Distinction from her alma mater, Ryerson University. On a personal note, Hala completed an Ironman in 2004 and loves to ride her motorcycle. Learn more about Hala at www.halainc.com.