Ads projected onto walls and floors have been around for some time. Now there's a way to project ads onto thin air, quite literally.
People can walk right through them.
The device is essentially a fog machine that's hung from the ceiling and projects a curtain of fog toward the floor, then projects an ad onto the fog as if it were a wall.
Though the fog is created from a spray of water, it's a dry fog, so people can walk through it without getting droplets on themselves.
The projector works like any other. “It can take live feeds, run off DVDs, computers, off a webcam, it can do HD--anything you can do with a projector,” says Jorden Woods, president of U.S. operations for FogScreen, the company that developed the dry fog machine.
The fog screen can be as large as 30 feet wide, with eight fog machines working in unison to create one wall of fog.
Advertisers like Budweiser, Maxim, Coors, Victoria’s Secret and Playboy have used the technology for special events. FogScreen is now setting up a network of screens in entertainment venues such as clubs and arenas in New York, Los Angeles, Las Vegas, Chicago, Miami and Dallas.
Woods says nine more markets will be added later this year, for a total of 15.
