With traditional advertising channels becoming increasingly saturated, projection mapping has emerged as a captivating and innovative technique. By transforming ordinary surfaces into dynamic visual displays, brands can create immersive experiences that resonate with audiences.
This technique soon became associated with guerrilla marketing, as advertisers began using unconventional methods to generate buzz and engagement. Unlike traditional projection mapping, which involves planned and sanctioned events, guerrilla projection mapping is characterized by its spontaneous and unexpected nature.
Today, the legality of guerrilla projection mapping raises important considerations for advertisers and marketers. While it was relatively unregulated in the past, understanding the legal landscape is essential for responsible and effective implementation of projection mapping campaigns.
Guerilla Projection Mapping Campaign by LCI Productions
What Is Guerrilla Projection Mapping?
Guerrilla projection mapping, also known as out-of-home advertising and urban projections, involves using projectors to display images, animations, or videos onto various surfaces in public spaces without formal authorization or permits.
This innovative technique gained traction for its ability to create immersive experiences that surprise and captivate passersby. Guerrilla projection mapping has been used for artistic expression, political activism, and innovative advertising campaigns.
Occupy Wall Street Guerilla Campaign by The Illuminator Group
Guerrilla Projection Mapping Implications
It's important for advertisers to understand that guerrilla projection mapping often operates in a legal gray area. While this approach can generate excitement and engagement, it also carries inherent risks, particularly from a legal standpoint.
Projections onto private property without consent may lead to legal consequences, such as trespassing or property damage claims. Additionally, projecting in public spaces without proper permits can result in fines or disruptions. The last thing you want is for your projection mapping efforts to be disrupted.
Moreover, guerrilla projection advertising is frequently associated with safety hazards. For instance, the intense lights emitted from projectors can dangerously impair the vision of individuals both inside and around the targeted buildings, creating a significant risk of accidents and injuries. The sudden and unexpected appearance of bright images can startle drivers and pedestrians, leading to potential traffic incidents. Additionally, the equipment used for these projections, often set up hastily and without proper safety measures, can pose physical hazards. Tripods, cables, and other gear might obstruct walkways, contributing to falls and other accidents.
Furthermore, the legality of guerrilla projection advertising itself can present safety issues. These activities often skirt local regulations and permit requirements, meaning they might be conducted without the oversight necessary to ensure public safety. Unauthorized use of public or private property for projections can lead to confrontations and legal disputes, creating chaotic and unsafe situations. Law enforcement interventions in such scenarios can escalate tensions and lead to unforeseen hazards for both the public and the advertisers.
Unfortunately, in the rush to capture attention and create a buzz, essential safety considerations and legal requirements are frequently overlooked in guerrilla projection mapping activities. This negligence not only endangers public safety but also exposes the organizers to significant legal liabilities and reputational damage.
These potential consequences are precisely why guerrilla projection mapping is no longer a viable option for advertisers and marketers.
Guerilla Projection Mapping by Double Take Productions
Projection mapping and the law
Projection mapping can be a powerful and creative form of marketing if approached with a clear understanding of legal considerations and a commitment to safety. Here are key points to keep in mind:
Respect Property rights - Projections onto private property without explicit permission can constitute trespassing or property damage. Always seek and obtain consent from property owners before proceeding with any projection mapping activity.
Comply with local regulations - Many cities and municipalities have specific regulations governing outdoor advertising, including projection mapping. Obtaining the necessary permits or approvals is crucial to ensure compliance with local laws and avoid potential legal issues.
Prioritize safety standards - Adhering to safety guidelines is essential to prevent accidents or injuries caused by projection equipment. Ensure that all equipment is securely set up, cables are safely managed, and projections do not impair the vision of drivers or pedestrians.
Respect intellectual property - If your projections include copyrighted content, it is essential to obtain proper permissions or licenses to avoid potential infringement claims. Using unlicensed content can lead to legal disputes and damage your brand's reputation.
By respecting property rights, complying with local regulations, prioritizing safety, and respecting intellectual property, you can harness projection mapping's full potential as an effective and responsible marketing tool.
If you want to consider projection mapping production for your brand, consider collaborating with professional experts in the field. Experienced projection mapping companies understand the legal considerations and can assist in obtaining necessary permissions and permits.
Nike Urban Projection at the Radisson Hotel for the 2023 NBA All-Star Game
The Power of Legal Projection Mapping
An illustrative example of legal projection mapping is the collaboration between Lumen and Forge and Elite Media Inc. to create a captivating projection mapping display for the Nike Air Jordan Brand.
With the appropriate permissions secured, we strategically projected onto the Radisson Hotel outside the Vivint Arena, captivating attendees at the 2023 NBA All-Star Game. We ensured that the projection was properly aligned to complement the building's distinctive shape, covering an impressive area of over 40,000 square feet.
This visually stunning and immersive experience, located adjacent to the venue, provided an ideal opportunity to engage with our audience during this significant sporting event.
Nike Urban Projection Video Recap
By securing proper permissions and permits, we transformed iconic city landmarks near the NBA arena into captivating canvases for our campaign. Our projection mapping activities were compliant with local regulations, preventing us from facing shutdown due to lack of proper permitting.
More Examples of Projection Mapping
The boundaries between physical and virtual experiences are becoming increasingly blurred thanks to projection mapping. Let's explore some projection mapping examples that can inspire fresh approaches and ideas for your brand campaign.
Adidas
Adidas made waves in 2014 with an innovative projection mapping campaign that could be described as guerrilla marketing. They attached projectors to cars, bikes, and even individuals, traversing the city to project dynamic visuals of renowned footballer Leo Messi navigating the streets of Barcelona onto unsuspecting buildings and pedestrians.
This attention-grabbing campaign effectively demonstrated the potential impact of projection mapping in engaging audiences. However, it's important to note that while this guerrilla projection mapping approach may have been feasible in the past, today's landscape requires a different approach to align with evolving regulations and audience expectations.
Messi Roams the Streets of Barcelona for Adidas Campaign
Don Julio
In February 2024, Lumen and Forge took projection mapping to new heights by transforming the iconic Stratosphere tower in Las Vegas into a colossal Don Julio 1952 tequila bottle during the Super Bowl. This stunning display showcased their turnkey capabilities, from planning and content creation to onsite operations and final execution.
Lumen and Forge provided a comprehensive, turnkey service for Don Julio, handling every aspect of the project. Their expertise and dedication allowed them to create an unforgettable experience that showcased Don Julio's brand in a truly spectacular and one-of-a-kind way during one of the biggest events of the year. While this project was technically permitted, the urban mapping still had the epic effect of putting the brand in front of unsuspecting audiences.
Don Julio Urban Projection on the Las Vegas Stratosphere
Wrap Up
In conclusion, while guerrilla projection mapping may seem appealing for its spontaneity and impact, advertisers must prioritize ethical approach and compliance with legal requirements. By partnering with industry experts who can assure professional and smooth execution of projection mapping brands can harness the creativity and effectiveness of this innovative form of marketing while avoiding legal pitfalls.
About Us
Lumen and Forge specializes in creating 360-degree dome projection shows and projection-mapped spaces, backed by over 15 years of industry experience. We have a proven track record of mapping colossal buildings in major cities, such as the Stratosphere Tower in Las Vegas and the Radisson Hotel in downtown Salt Lake City . With our expertise, we can secure the necessary permits and permissions to ensure a seamless and legally compliant execution of your campaigns.
If you're interested in leveraging projection advertising to create compelling brand experiences, contact Lumen and Forge today.
