Client
MTV
Location
Finneston Crane, MTV EMA Awards Glasgow
Client
MTV
Location
Finneston Crane, MTV EMA Awards Glasgow
Project Details
Lighting Up Glasgow for the MTV EMAs
When MTV brought the 2014 Europe Music Awards to Glasgow, they wanted to make a bold, unmissable statement that announced their presence in the city. With the Hydro Arena as the venue—situated on the banks of the River Clyde, once dominated by shipbuilding cranes—MTV sought a striking visual spectacle to mark the occasion. NOVAK was commissioned to projection map the city’s iconic Finnieston Crane, the last remaining structure of its kind in the area. Standing tall beside the Hydro, this industrial landmark is an integral part of Glasgow’s famous skyline, making it the perfect canvas for an epic, attention-grabbing display.
Project Details
Lighting Up Glasgow for the MTV EMAs
When MTV brought the 2014 Europe Music Awards to Glasgow, they wanted to make a bold, unmissable statement that announced their presence in the city. With the Hydro Arena as the venue—situated on the banks of the River Clyde, once dominated by shipbuilding cranes—MTV sought a striking visual spectacle to mark the occasion. NOVAK was commissioned to projection map the city’s iconic Finnieston Crane, the last remaining structure of its kind in the area. Standing tall beside the Hydro, this industrial landmark is an integral part of Glasgow’s famous skyline, making it the perfect canvas for an epic, attention-grabbing display.
The Brief
A Striking Beacon for MTV’s Arrival
MTV’s goal was twofold: to create a visually arresting moment that would stop people in their tracks and to provide a stunning visual complement to the many photos and videos shared worldwide from the event. The Finnieston Crane was chosen specifically for its historical significance and its prominence in the cityscape. However, the crane’s fragmented steel structure posed a significant challenge for projection mapping. Unlike a traditional flat surface, it offered limited projection areas, requiring a creative and highly technical approach to ensure the animation remained impactful and legible.
The Brief
A Striking Beacon for MTV’s Arrival
MTV’s goal was twofold: to create a visually arresting moment that would stop people in their tracks and to provide a stunning visual complement to the many photos and videos shared worldwide from the event. The Finnieston Crane was chosen specifically for its historical significance and its prominence in the cityscape. However, the crane’s fragmented steel structure posed a significant challenge for projection mapping. Unlike a traditional flat surface, it offered limited projection areas, requiring a creative and highly technical approach to ensure the animation remained impactful and legible.
Our Response
Transforming an Industrial Icon into a Vivid Spectacle
Despite the challenges presented by the crane’s surface, NOVAK embraced the opportunity to reimagine this Glasgow landmark. The team developed a bold, multi-colored, fluid animation that flowed dynamically across the structure, transforming it into a beacon of energy and excitement. The projections not only captured the vibrancy of MTV’s brand but also added a striking new dimension to the Glasgow skyline. By blending technical ingenuity with artistic flair, NOVAK ensured that there was no doubt—MTV had arrived in town, and they had done so in spectacular fashion.
Our Response
Transforming an Industrial Icon into a Vivid Spectacle
Despite the challenges presented by the crane’s surface, NOVAK embraced the opportunity to reimagine this Glasgow landmark. The team developed a bold, multi-colored, fluid animation that flowed dynamically across the structure, transforming it into a beacon of energy and excitement. The projections not only captured the vibrancy of MTV’s brand but also added a striking new dimension to the Glasgow skyline. By blending technical ingenuity with artistic flair, NOVAK ensured that there was no doubt—MTV had arrived in town, and they had done so in spectacular fashion.
Credits
Technical delivery by QED
Commissioned by MTV, Glasgow City Marketing Bureau and Visit Scotland.
Documentation video music: Kiasmos – ‘Lit’ (Erased Tapes)
Credits
Technical delivery by QED
Commissioned by MTV, Glasgow City Marketing Bureau and Visit Scotland.
Documentation video music: Kiasmos – ‘Lit’ (Erased Tapes)
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