Singapore – BMW has taken the meaning of Joy to a whole new level.
BMW Asia presented a larger-than-life 3D animation projection on the 5 and 6 May 2010 at Suntec City’s iconic Fountain of Wealth, Entertainment Centre Atrium, which projected directly on the building facades of Tower 2 and 3.
Besides translating BMW’s interpretation of JOY into a 10-minute long 3D animation, the projection also featured Singaporean’s reflection on what JOY means to them through short interviews with individuals from all walks of life.
To make the session an interactive one, an open invitation was made to the public who were encouraged to convey what JOY means to them via SMS or through postings on the BMW Asia Insider fan page on Facebook. Selected messages were included in the 3D projection.
A first in Singapore, this captivating feat of bringing ordinary buildings to life through the realistic 3D projection was made possible by NuFormer Digital Media, which was responsible for similar 3D projections on various world landmarks such as the city square of Frankfurt, the entrance of the Tivoli amusement park in Copenhagen, and the Vilnius City Town Hall in Lithuania, amongst others.
“Through this ground-breaking 3D animation display, we hope to spread the joy which lies at the core of the BMW brand,” said Mr Lito German, Marketing Director of BMW Asia. “At the same time, we seek to share the many facets of JOY and how it has driven the success of remarkable everyday people.”