New York, NY (Top40 Charts) "Projection is an amazing tool for music videos. We can use it to build more elaborate narratives, and it also gives the artist something to react to in the moment," notes Emil Nava, who has directed many A-listers, including
Ed Sheeran and Jennifer Lopez.
It may be the most watched scene in Cardi B's stunning new music video "Bartier Cardi." In the video, the rap superstar gets quite intimate with her fiance Offset, in the back of a limo. That, only days after some alleged cheating by the
Migos member.
Just another day at the office for projection mapping company PaintScaping, who handled all the rear screen projection.
"It's a throwback to the technique used in the 50s," notes
Philippe Bergeron, CEO of PaintScaping, "it's much better than post. It's visceral. It's real. It's great for the talent."
PaintScaping is no stranger to high-profile music videos. They've created the elaborate projection mapping for "This Is What You Came For," by
Calvin Harris ft. Rihanna. At almost 2 billion views, it is one of the most viewed mappings in history.
The clip, featuring
Rihanna in a cube projected on all faces, was helmed by superstar director Emil Nava. "Projection is an amazing tool for music videos. We can use it to build more elaborate narratives, and it also gives the artist something to react to in the moment," notes Nava, who has directed many A-listers, including
Ed Sheeran and Jennifer Lopez.
Strategically located in LA, ground zero for many music video shoots, PaintScaping and Bergeron are quickly becoming the premiere company for high-end projection mapping.
Music heavyweights Eminem, Kelahni, John Legend, Rod Stewart,
Queen Latifah, VH1, MTV, and Katy Perry, have all benefited from Bergeron's knowledge, whose background includes acting (Sopranos, Iron Man 2, Entourage) and CG.
Alex Pacion, the NY-based production designer behind many of these iconic music videos, notes: "Philippe is a master, and nothing scares him."
But there's also another aspect to projection that makes it extremely attractive to production companies. It's efficient.
"More and more, recording artists today like
Cardi B are required to come out with videos very quickly after a song is released. Projection is the perfect solution to cut the long process of CG post-production," continues Bergeron.
Bergeron's work with musical talent is not limited to videos. He's mapped the closing scene of "Breaking Through," a film by executive producer and nine-time Grammy Award winner John Legend.
And Bergeron consulted on Katy Perry's latest perfume ad, "Indi," featuring projection on faces.
"Cardi B may be the newest artist to use projection, but she certainly won't be the last. This technology is here to stay," concludes Bergeron.
To see more of PaintScaping 3D Projection Design projects, visit https://paintscaping.com.
About
Philippe Bergeron
Philippe Bergeron is founder and CEO of PaintScaping, a global leader in 3D projection mapping. PaintScaping has done mapping in the USA, Mexico, Canada, France, Ireland, and South Africa. Bergeron, a native of Montreal with a B.S. and M.S. degree in computer science from the University of Montreal, remains a 3D mapping innovator and invited presenter for numerous industry events.
About PaintScaping
PaintScaping is the industry leader in 3D mapping. Founded in 2009 by
Philippe Bergeron, the Los Angeles-based company has produced unique 3D mapping shows across the U.S. including Orlando, Los Angeles, Las Vegas, New York and Chicago, and many places around the world. Among its many clients are MGM Resorts, Ritz-Carlton, Sony Pictures, Westin Hotels, Caruso Affiliated, and Cirque du Soleil.
