Beyonce: WHD


Beyonce: World Humanitarian Day

Concepted and directed the kick-off spectacle and music video for World Humanitarian Day (WHD) 2012 in collaboration with the United Nations and Beyonce. The central concept was to transform the iconic General Assembly of the UN into a living canvas, and connect it to the far corners of the earth that are affected by the initiatives that stem from that very room.

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"Powerfull" - VH1

THE CONCEPT

Concepted and directed the kick-off spectacle and music video for World Humanitarian Day (WHD) 2012 in collaboration with the United Nations and Beyonce.  The central concept was to transform the iconic General Assembly of the UN into a living canvas, and connect it to the far corners of the earth that are affected by the initiatives that stem from that very room.  A music video shot during the show helped the WHD campaign reach over 2 billion people globally through the combined social reach of celebrities like Michelle Obama, Oprah, Jay-Z, Lady Gaga, Justin Bieber, and more.

Created in conjunction with Droga5 and R.S.A.


MUSIC VIDEO


MAKING OF

The process involved projection-mapping the UN General Assembly Hall by implementing the largest indoor concave projection screen ever created. This surface served as an animated backdrop for a live performance of Beyonce’s “I Was Here,” the adopted anthem of WHD.


THE PROCESS

The 1,000 pound, 46’ high x 224’ wide screen was pieced together by a team of sewers who worked around the clock for two days due to the urgency of the task. Once hung, the screen molded to the unique architecture of the General Assembly Hall. Building a screen of this magnitude, in a room that was not designed for theatrical lighting projections, made the choice of screen fabric particularly important. The project required a white/white blackout lining after testing a number of fabrics, due to its opaque characteristics. It insured that light would not transmit behind the screen, and it created a flawless projection surface.

After fabricating and transporting the massive screen to the UN, was necessary provide a complete rigging package and installation service. Due to the lack of rigging points, permanent steel plates had to be welded into the existing structure in order to support the weight of the 6,000 pound supergrid system. 

It is the largest indoor compound curved screen ever created – a complex and sophisticated project. It was custom designed to mold to the inside of the General Assembly Hall. The screen spanned 224 ft X 46 ft (68m X 15m) and surrounded the audience with a 240 degree immersive projection. Ten synchronized and mapped projections covered the screen with 200,000 lumens, creating one continuous image.

Photos by SuperUber