The initiative uses technology and data to capture real sky tones and project them onto a digital display connected to the Combine 3C system.
Ganem México and Comex launched an outdoor advertising campaign in Mexico City which uses technology to capture sky tones and project them onto a digital screen in real time.
The initiative uses a spectacle equipped with a camera that records the color of the atmosphere and transforms it into dynamic visual compositions using the Combine Combine 3C system. In the same way, the project takes as a starting point “Chelita Linda”one of the brand’s colors of the year.
Comex x Ganem: Technology and data to transform the sky into creativity
The project uses a digital spectacle with a camera that observes the sky. The system captures changes in the tone of the atmosphere and reproduces them on the screen through visual compositions that change throughout the day. To process information in the performance, the proprietary system Combine 3C, which works with algorithms and color databases, is used.
Thus, advertising support feeds directly on environmental conditions. This means that every change in light or atmosphere creates a new visual result on the screen.
“Beginning with ‘Cielito Lindo’, one of Comex’s two colors of the year, the initiative developed according to the Ganem México Cultural First methodology, which begins with the observation of culture to enhance relevance, is based on a simple truth: the sky in Mexico City is never the same and never just blue. It changes every second, revealing thousands of blue shades and combinations that go unnoticed in everyday life. Here inspiration is written in the sky »– he noted Jorge Mendez, CEO and CCO of Ganem Mexico.
“To make it visible, together with the brand, we took this idea into a digital spectacle that literally looks up into the sky. Using an integrated camera, the piece captures the exact color of the sky in real time and projects it onto the screen, transforming it into a dynamic composition that evolves throughout the day, supported by the Combina 3C Comex system algorithm and data. In this way, data rises into the sky and becomes art, allowing color to be born in the moment and become color that lives in real time.he explained Octavio Navarro, Head of Digital at Ganem México.
