When it comes to launching a brand with a real ‘wow’ factor, Novatech Creative Entertainment Technology (NCET) is arguably one of the best placed companies to deliver. It proved its reputation once again this November with an impressive re-branding event for Australian painted steel business Nexteel, in both Adelaide and Perth. Brompton Technology LED processors were chosen to support the stunning array of large LED screens, which were suspended above the stage and delivered pulsing content, teasing the audience with what was in store.
Tasked with ‘breaking the usual norms’ for the project, Novatech deployed two Brompton Tessera SX40 processors along with two Tessera XD Data Distribution units for its ROE CB3 and CB5 LED panels in order to realise the ambitious concept and create a series of innovative and memorable experiences.
“The project had eight screens of various sizes built from ROE Visual CB3 and CB5 screens, so the team needed something that would make mapping and running the screens as simple as possible,” says Novatech’s Technical Lead – Video, David Murdoch. “The combination of the SX40s and XDs were a perfect choice for the show. Being a 4K processor, we were able to run all eight screens on one raster which made mapping and data distribution incredibly quick and easy.”
Held at Adelaide Entertainment Centre, and Perth Convention and Exhibition Centre, the event was repeated twice in Adelaide and twice in Perth to ensure all potential clients were reached and for maximum impact and brand awareness. Novatech worked with Adelaide-based event management and marketing agency jennie bell ink to push the creative boundaries.
Setting the scene, the entrance to the venue – usually reserved as a secret entrance for A list celebrities – was from the loading dock. Winding through flight cases, drapes and a custom lit entrance, guests were led into a larger space where they were greeted by a single large screen suspended at the stage which then split into seven smaller LED screens showing a variety of videos and custom graphics. Lastly, a backlit truck entered the space, coming to a rest behind the side presentation stage. The brand was launched with the reveal of a new logo, which was displayed on each screen as well the truck. From there Aussie rock legends The Angels were revealed on the ROE CB3 central LED screen, which then lifted to the ceiling to make way for the band to rock the crowd and celebrate the arrival of Nexteel to the market.
“During the show, several of the screens moved to reveal different elements on the stage,” continues Murdoch. “Because of the live movement we needed something exceptionally reliable and with Brompton solid reputation for reliability, it was an obvious choice for us.”
The main feature of the stage was the central ROE CB3 screen. Brompton’s On-Screen Colour Adjustment (OSCA) feature ensured a seam-free screen and perfect reproduction of the custom-made content produced by Campfire Content. The screen was run from a Tessera SX40 LED processor, with another on site as backup. Both were at front of house, while the Tessera XD units were kept at the stage, connected to the processors by 100 metres of optical fibre cable.
“Having the SX40s at the front of house with the video operator, and the XDs at the side of the stage, meant that we could eliminate the need to transport the 4K signals from FOH to the stage,” notes Murdoch.
“I have worked on a lot of events over the past few decades, but this one was extraordinary,” concludes Jennie Bell. “ The creativity Novatech employed to keep guests wondering what was going to happen next was brilliant. This event had it all – and Novatech was the team to delivery it! Superb job!”
“We were incredibly happy with the results,” concludes Murdoch. “The team made a great effort of using technology in creative ways, right through to how the venue was utilised and by deploying moving LED screens for an additional impact. Brompton processing once again provided the solid and reliable performance that we have come to know from the brand, helping us deliver all four shows with flying colours!”