Lamborghini Urus

2018

Lamborghini Urus

2018

Sila Sveta in partership with Departáment agency presented the new Lamborghini Urus to the Russian audience, having set a new benchmark in the industry of multimedia shows. On February 15, 2018 the world’s first Super Sport Utility Vehicle from the legendary Italian manufacturer was introduced in the Museum of Moscow. For the main show Sila Sveta presented a unique mix of multimedia technologies, including projection on kinetic surfaces suspended on winches. The creative visual content of the show was seamlessly connected with the technical part reflecting the approach of Lamborghini engineers to the creation of Urus.

Taking the best from the DNA of the brand: speed of Miura, design of Countach, cross-country ability of LM002, Lamborghini masters created something radical –  the world’s first Super SUV Lamborghini Urus. Taking the best from the multimedia industry, Sila Sveta applied its competence to a number of latest technologies and combined many elements into a single dynamic frame of the presentation. As a result, we delivered something radically new, a show everyone watched with eyes wide open.

It was the first time when we worked with a 3D projection on volumetric arrays controlled by kinetic winches. The main technological innovation of the show was a specially developed software algorithm that calculated the movement of all 56 light triangles: for this purpose, we used data obtained directly from the design software.

The main part of the setup is 56 triangles with LEDs around the perimeter (the total length of the LED strip is almost 900 feet), suspended on 168 kinetic winches. Separately and all together, they served as canvases for the large-scale projection show in combination with the background screens. There were 14 projectors used, including the most modern ones with the brightness level of 30,000 lumens and a 4K resolution.

During the show, each of the elements from the array of LED triangles independently moved in space forming polygonal three-dimensional figures for projection mapping. The technological concept of the show was fully developed and implemented by Sila Sveta experts. The show was controlled with the Disguise 4x4pro and TouchDesigner multimedia servers running specially developed software.

The perspective and the viewing angle were taken into account when creating video content so that all the involved surfaces – kinetic arrays, rows of concrete columns and a screen on the background – formed a striking conjoint picture for the viewer.

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project team

Art Director Daniil Kutuzov Producer Nikolay Nebolsin Creative Director Alexander Us Design Director Ilya Balakin Executive Producers Alexey Rozov, Alexander Us Production Director Mikhail Dadaev Head of Production Department Denis Sidorenko Supervisor Kirill Ushakov Concept Artist Tatiana Kazakova CG Artists Madina Fattahova, Roman Kuzminykh, Evgeny Verkhovtsev, Inna Savina, Igor Batrakov, Erik Baymukashev, Ilya Samokhvalov, Vsevolod Kanishev, Ivan Gusev, Mikhail Dadaev, Maksim Bitiukov, Ramil Dusalimov Technical Director Dmitry Petrov Technical Production Mursal Mamedov, Sergey Zakharov, Dmitry Lobov, Fedor Selin, Evgeny Ivaschenko, Mikhail Portnov, Yuriy Volodkin, Andrey Orlov, Evgeny Alekseev Head Video Engineer Denis Akopov Video Engineers Maxim Harin, Alexander Korneev. Anton Sosulnikov, Maxim Tulin Technical Partners SDI, Panasonic Russia, LED Group, ARHITEKTSIYA, MF Group Lighting Designer Stepan Novikov Music & Sound Design Monoleak Filming & Editing Evgeny Arkhipov, Anton Arkhipov Photos Andrey Buzin

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