CASE STUDY

Kaleida hires Story Productions to produce the world's largest hologram in São Paulo

Global leaders in hologram production Kaleida hired Story Productions to provide the local production for an activation for the Paramount+ series Halo: the projection of the world’s largest hologram — a 18-metre high 3D hero landing in the centre of São Paulo.



Date: 2022  

Story Productions sourced the location, provided the construction, local projection specialists, and documented the entire production as part of a coordinated activation in celebration of the Paramount+ series Halo, that also took place in Mexico DF, Sydney, and Toronto.

A man holds a giant strainer while separating coffee beans
A drone operator sits while the DOP operates equipment
Story Production crew prepares the equipment on a coffee farm in rural Brazil

THE CHALLENGES

Finding the perfect location

The client wanted an iconic backdrop to appear behind the projected hologram, in a vacant location, as the projection was not designed for public onsite viewing. The location also needed to be in a vast space, big enough to house the approximately 20-metre tall, 24-ton structure and to provide the minimum 30-metre distance required to project the hologram. Location scouting was done in Rio and São Paulo before the backdrop was finally decided: the iconic Ponte Estaiada in the heart of the new commercial district of São Paulo.

The creation and construction of the gigantic screen

For this task, Story Productions sourced a team of experienced projectionists and engineers who managed to build up a beautiful truss structure on which the hologram was to come to life.

A view of the fields on a coffee farm in rural Brazil
A panoramic view of a coffee farm in rural Brazil

The projection

A complex architecture of lights, various powerful projectors, the beautiful hologram screen and images provided by Kaleida—with the Ponte Estaiada in the background—was able to create a jaw-dropping effect.


The final part of the project involved getting behind-the-scenes footage of the whole process from start to finish, with cameras, a drone and photography. Kaleida’s director conducted the state-of-the-art Story Productions team remotely from London, utilising our live streaming services to provide real-time images for the most magical of results. Last but not least, transferring the terabyte-worth of footage within 12 hours was possible thanks to the ultra-fast data transferring facilities at Story Productions headquarters.


The effort was tremendous, but the result was worth it.

CHECK OUT THE EDITED FILM HERE

Thank you Kaleida and Paramount+ for the opportunity to work on such a beautiful and unique project! 

The hologram in other cities

Do you have event plans to organize in Brazil? Come and see us, we will be happy to get the job done with you!

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