A Dazzling Digital Immersion in Saudi Arabia

When Sara Shakeel’s team approached us with her creative vision for a multi-media, crystal-studded experience in the Saudi desert, we knew it was going to take both technical and logistical wizardry. The contemporary artist is known for her crystallized collages and Photoshop art and was looking to create an unforgettable visitor experience at the high-profile Saudi Cup Horse Race.

The Challenge

Working on location in a foreign country always involves the unexpected, but in Saudi Arabia, we faced not just the typical language and cultural differences but also extreme heat, infrastructure challenges, and lots and lots of sand. Additionally, with just four weeks to bring the whole immersion to life from technology setup to testing and launch, time and efficiency were at a premium.

Strategy

Confident we would face unexpected challenges and uncertain about the tools and technology we could access once abroad, we shipped all essential equipment overseas in duplicate and kept sensitive equipment encased in plastic to protect it from the dust and sand both inherent to the location and that was trucked in as part of the experience. Crews worked around the clock to meet the tight timeline and our staff stayed on-site throughout the experience to ensure success.

Design

Using Unreal Engine and Touch Designer alongside multiple Intel RealSense depth sensing cameras, we created a projection map floor walkway, with seamlessly integrated projections from multiple cameras that reacted as guests moved through the experience.

Additionally, we designed the interactive media for an infinity mirror room using projectors to create an interactive crystallized horse that responded to visitors’ movements. We triggered a low-lying fog to cover the floor whenever the horse appeared. The full narrative included an interactive crystal wall and a flythrough of world-famous Saudi desert rock sculptures, which were all created using Unreal Engine.

Production

Once the graphic elements were designed, we went to work integrating the systems and installing the technology, screens, and other equipment throughout the event space. From standing on ladders and running wires to managing last minute test-runs, our team handled the full integration and installation to ensure a seamless guest experience, worthy of a high-profile event.