OUTPUT

A festive new creative from iris has been unveiled on the walls of Saks Fifth Avenue, New York. The large-scale projection illuminates the building with animated snowflakes and bubbles, raining down its side. The project makes use of video-mapping from London-based SP-Projects and is a first for the technology, both in terms of duration and size.

The content, which runs for 15 minutes at a time, includes 3D elements and shows the tension as both snowflakes and bubbles vie for dominance on the building's walls. Eventually, however, the two co-exist peacefully. Viewers can see snow gathering on the structure's ledges and bubbles squeezing out of its windows. The campaign, which premiered over Thanksgiving, will run until January 6th 2011.

Sean Reynolds, global creative director at iris, explains: "We really wanted to do more than just create some amazing visual effects. The challenge was really to create a simple, traditional 'narrative' in keeping with such an iconic NY store, at such a magical time of year."

Saks has released a video of the project.