Medimex 2023
Projected Augmented Reality Show
@ Taranto - Castello Aragonese 2023
We held this performance every night from the 15th to the 18th of June, 2023. This unique experience involved the audience in a journey through music and colors.
We are proud of our work and grateful for the opportunity to express our creativity this way. We will continue to work passionately and diligently to offer the best in projected AR experiences.
Projected Augmented Experience
WTH?! Projected Augmented What?? What are We talking about?
Why don't we say just projection mapping?
We don't like to refer to it simply as projection mapping, which is just the technique; instead, we will refer to it as a Projected Augmented Reality Experience.
In an era when Apple is avoiding terms like VR, XR, and AR, opting instead for Spatial Computing for the VR goggles they are launching, on the other hand, we firmly believe that the term Projection-Mapping doesn't fully encompass what we accomplished for Medimex 2023.
We used a combination of technologies and techniques to create a unique experience transcending the traditional boundaries of projection mapping. Of course, we carefully mapped each castle's surface with accurate drone photogrammetry and accurate laser measurements.
We used a digital twin of the Taranto Castle district to create a virtual environment where we could test our animations and effects from different points of view and make decisions about the best way to use the space.
But we also used the same technology to tell this story cohesively, avoiding the clichés often associated with the Projection-Mapping technique.
Eh ehm... There's just one Voronoi fracture, but reversed, used to build, not to destroy the facade... Eh eh... In general, we avoided the excessive use of common visual effects and clichè in traditional projection mapping shows.
The Music
Let's start with the music, the foundation of our entire project, considering that Medimex is a music festival.
A carefully curated and selected playlist, prepared by the Artistic Director of Medimex, Cesare Veronico, provided a beautiful soundtrack that allowed our creativity to succeed.
Lou Reed - Walk on the Wild Side
Blondie - One Way Or Another
Talking Heads - Psycho Killer
The Ramones - I Wanna Be Sedated This musical selection set the stage for a multi-sensory experience, immersing the audience in a world where sound and light merge into a single narrative. The playlist was not just a background element; it was a core component of the storytelling, guiding the audience through each act of the performance with rhythm and emotion.
The Concept
We worked on extending the Medimex communication visuals of this and the past years, animating and experimenting with the characters by Tommaso il Grafico, aka Tagrafo, to create engaging animations accompanying the narrative.
Our project was divided into four parts, each associated with one of the key themes of this year's Medimex communication: the Ritual, the Idea, the Craft, and the Dream.
The Ritual - Walk on the Wild Side
The first act is dedicated to the Ritual of Medimex, an event that has become a summer tradition in Taranto.
The city is waking up, and the audience is preparing for the event. The Medimex 2023 spaceship starts its journey into a renewed Taranto. Its skyline resembles New York from the 70s but with a deco-futuristic look, floating cars, and crazy traffic lights. A seagull fly unveils the main scene. The people of Taranto join and celebrate the Medimex, entering the Aragonese Castle that becomes a stage for the event.
The Idea - One Way Or Another
The second act represents the idea, specifically the birth of a musical idea and combining various ideas to create a more complex composition.
The band members join together to create the arrangement of the music, and the idea is born. This part of the show is a tribute to the music professionals who bring the music on stage.
The Craft - Psycho Killer
The third act, dedicated to the craft, represents the organization, the machinery that makes these events possible. It's a celebration of the unseen efforts and structured chaos that pave the way for these artistic expressions to come to life.
The Dream - I Wanna Be Sedated
Finally, the dream represents the unity of all these components: the audience, the artists, and the organizational team. It's where the rhythm, craft, and sound culminate into a dreamlike experience, echoing the core themes of Medimex and showcasing the fulfillment of our creative journey.
Our goal was to create a unique and groundbreaking experience that portrayed the festival as a musical event and a dynamic canvas of evolving art and technology.
We invite our audience, the professionals from the entertainment industry, to stay engaged with Blending Pixels for more updates and behind-the-scenes insights.
Our journey continues as we explore new horizons, pushing the limits of what's possible with graphic artistry and digital projection.
We always intend to craft unforgettable experiences that resonate with our audience and exceed their expectations.
Credits
Projected AR Experience by
Blending Pixels
Creative Direction
Roberto Santoro
Motion Design and Animation
Fabrizio Centonze
Francesca Cianniello
Ubaldo Leporale
Audio-Video Technician
Eugenio Laddago
Technical Director
Pino Loconsole
Audio-Video Equipment Renthal
Luci di Scena
Thanks to...
Medimex Artistic Director
Cesare Veronico
Medimex Communication Manager
Paola Troia
Medimex Graphic Designer
Tommaso Armenise
Radio Medimex
Corrado Minervini
Sound Tracks
Lou Reed - Walk on the Wild Side
Blondie - One Way Or Another (Remastered 2001)
Talking Heads - Psycho Killer (2005 Remaster)
The Ramones - I Wanna Be Sedated (Remastered)
The Velvet Underground, Nico - Sunday Morning
Teatro Pubblico Pugliese
Consorzio Regionale per le Arti e la Cultura
President
Paolo Ponzio
Vice president
Marco Giannotta
Board members
Maddalena Tulanti, Viviana Peloso, Salvatore Maria Sangiorgi
Director
Sante Levante
Manager responsible for regional projects
Claudia Sergio
Puglia Sounds and Medimex Artistic Coordinator
Cesare Veronico
Artistic Direction
Ernesto Assante, Stefano Senardi, Giorgio Riccitelli
Organization and general production
Ella Gaeta, Rino Binetti
Coordination of professional activities
Maddalena Ciocca
Coordination meeting with the artists
Antonella Dipierro
Coordination of Medimex Music Factory and Musicarium activities
Alessandra Bisconti
International relations
Cristina Fina
General secretary
Gabriella Morisco, Sabina Meta
Communication
Paola Troia
Press office
Luciano Rutigliano
Social Media
Serena Manieri
Graphics
Tommaso Armenise
Support for communication activities and web
Nicola Quacquarelli
Accommodation
Antonio Tuzza
Logistics
Lello Petrone, Ferdinando Cocco
Administration and accounting
Elvira Nardone, Marta Francioso, Francesco Fiore
Marianna Capotorto, Maria Fornarelli, Ciro Rutigliano
Pino Santoro, Sante Livrano
Secretariat
Fabrizio Visconti, Rosangela Coroneo
