The world
The effect was achieved by projecting onto Hologauze, a specialised projection screen designed to create holographic effects. It’s a patented gauze coated with a highly reflective silver metallic layer. This unique design allows the gauze to reflect projected images or animations while still remaining transparent enough for viewers to see the fireworks behind it – this is crucial for making the illusion work on broadcast. This year we were able to push the creative potential even further, and play with perspective, even breaking the frame of the London Eye with dynamic content.
The shift
“New Year’s Eve is a rare moment when the world is collectively watching, and visual storytelling becomes the emotional language everyone understands. This year’s creative was about using scale, symbolism and perspective to turn hope into something you could literally see unfolding in the sky. Pixel Artworks were instrumental in bringing that story to life, translating the creative ambition into a striking visual experience that resonated on a global stage.” – Dan Colborne, Executive Creative Director at Identity.
