FINNESTON CRANE

MTV EMA

GLASGOW

MTV hosted their 2014 EMA’s in Glasgow and wanted to create a bold statement, that shouted out to the people of Glasgow that they were in town!

The location for this world wide event was the Hydro arena, which is situated on the banks of the river Clyde, where once hundreds of shipbuilding cranes filled the skyline. Now only one remains, the iconic Finneston Crane, that stands as a proud neighbour of the Hydro and forms part of Glasgow’s famous skyline.  So it was only fitting to projection map this iconic structure and create an epic calling card for MTV’s visit to this industrious city.

In choosing the Finneston crane as the canvas for a projection mapping, NOVAK’s brief was not only to stop people in their tracks and let people know that MTV were in town, but also to create something that added a striking compliment to the many photos and videos that would be shot of this famous and well documented city silhouette.

Adding to this already demanding brief was the unavoidable fact that the Finneston Crane’s structure does not naturally lend itself to being a projection canvas, due its fragmented surface, presenting NOVAK with limited projection areas. However, NOVAK met with this challenge and created a bold, multi coloured, fluid animation that re-imagined this iconic loaction and left no one in any doubt as to who was visiting Glasgow.

Technical delivery by QED

Commissioned by MTV, Glasgow City Marketing Bureau and Visit Scotland.

Documentation video music: Kiasmos – ‘Lit’ (Erased Tapes)