For the new Avatar: The Way of the Water movie trailer release, we produced a giant, 60-foot-wide holographic projection over Niagara Falls. The activation occurred in the Niagara Falls State Park, in front of the Falls.
Below is the video Disney released of the activation before the trailer drop.
Groove Jones partnered with National Experiential, who orchestrated the activation and the drone show in the sky.
The oversized holographic projection with the backdrop of Niagara Falls was used as part of a video promotion for the new trailer featuring James Cameron, the Creator and Director of Avatar. The location was selected because Cameron grew up in the Niagara Falls area.
The hologram featured never-before-seen shots from the new movie, with the city of Ontario, Canada, in the background.
Check out this never-before-done activation that combines the elements Earth, Water, and Air all at once.
Behind the Scenes at Niagara
The animated holographic effect was accomplished through National Experiential using multiple 4K projectors and a lighting truss holding a 60-foot by 30-foot translucent screen.
The material is translucent. However, when an image is projected onto it, the material reflects the light, creating the hologram effect.
600 Drones Overhead Show
High above the holographic display projection, over 600 drones put on an amazing show highlighting the Avatar logo and icon. The drone show utilized individual drones that were choreographically programmed to achieve the animation above the projection. Each drone had LED lights that changed colors as they animated the Avatar logo.
News reports of the experience.
Be sure to catch Avatar: The Way of Water in theaters on December 16th, 2022.
Award Winning Production
2023 Muse Creative Awards – PLATINUM
Category: Experiential & Immersive – Promotions & Stunts
2023 Horizon Interactive Awards – BEST IN CATEGORY
Category: Video – Promotional
2023 Horizon Interactive Awards – BEST IN CATEGORY
Category: Advertisement / Commercial – Video
