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Castrol and The CSI Group Create 3D Brand Experience at 2014 SEMA Show

audi rs7 (select to view enlarged photo)
Projection Mapping on Audi RS7

BP Lubricants USA/Castrol and The CSI Group join forces to create a brand activation experience at the 2014 SEMA Show in Las Vegas, Nevada.

PARAMUS, NJ -- Nov. 7, 2014: Castrol created buzz around their newest technologies and latest consumer product launches at this year's SEMA Show: Castrol GTX Magnatec with intelligent clinging molecules that protect engines from the start, Castrol EDGE synthetic motor oil with titanium technology, and the newly improved Castrol GTX High Mileage for vehicles with over 75,000 miles.

VP and Executive Producer, Rich Cannava and his team created an engaging 3D projection mapping experience for the 2014 SEMA Show. The CSI Group utilized Cinema 4D, Adobe After Effects and D3 Designer to create a brand experience projected directly onto a sleek white Audi RS7. Unlike traditional projection mapping experiences, this unique execution told Castrol's brand story, while incorporating moments of visual excitement, all set to a powerful backdrop of music and sound.

The CSI Group also integrated into the exhibit the RealFiction Dreamoc HD3, a 3-sided holographic display, which showcases 3D product stories. These displays, along with custom 3D video content, showcased Castrol products suspended in mid-air, inside a glass prism and communicated brand imagery along with product features and benefits.

"With these experiences, our goal was to utilize 3D projection mapping and holographic technologies to tell a brand story in a fascinating way," Cannava said. "We will define Castrol's new technology claims, and draw foot traffic into the booth. A lot of planning and production time went into mastering these experiences and we're thrilled with the outcome."

To view behind-the-scenes photos of Castrol's SEMA exhibit, visit The CSI Group blog.

The CSI Group representatives at SEMA to oversee the production included Rich Cannava VP, Executive Producer; Kenny Eicher, VP, Executive Creative Director; and Kathy Marrazzo, Director, Account Services.