Honey I Blew Up The Ants
Giant ants — designed to scare the bejesus out of you — set to be released atMinute Maid Park
In Honey I Blew up the Kid, the character played by Rick Moranis literally created a gigantic child that ran amok throughout Las Vegas causing traffic to stop at the sight of him. Something similar will occur on Friday, except nothing disastrous will occur by the hands of an oversized infant — or Rick Moranis.
As if ants don't terrorize Houstonians enough, after the Astros-Cubs game Friday night, gigantic 3D ants will slowly march into the makeshift ant hill that is DeGeorge at Union Station — an affordable housing complex that's across from Minute Maid Park on Preston Avenue.
This is one of first times a 3D projection of this magnitude has happened in the United States commercially. So why is Houston graced with the monster ants?
"We've heard some legendary stories about ants down in Texas," said Jim Sollisch, Creative Director for Marcus Thomas Ad Agency, the firm that's doing the project for Black Flag, a pest control company. "We wanted to do Texas with this idea. It is ant season, and we wanted to be in a big market where there was something cool going on. So there's a fireworks night and a Houston Astros game."
And now giant ants.
3D Building Projections are created by taking images and measurements of a specified building that are then loaded onto a computer. Then CGI images are created into a movie-like sequence that matches the exact measurements of the building. So, the effect of a building becoming an anthill looks more than real.
Sollisch hopes that baseball fans and passersby will think they are in a sci-fi movie, "Hopefully they walk out the game and think, 'Holy shit.' "
The projected 3D ants will swarm in and out of the DeGeorge in a 90-second show that will start as soon as the Astros' game ends (right before the fireworks) and then rerun in a loop for nearly three hours.
3D Building Projections have been very popular among European advertising companies. Recently more companies are looking to this medium to promote their products.
"Really in the last few months there have been many companies that have done something like this," Sollisch said. "It's costly because there aren't many companies (in the U.S,) that do this. There may be more companies in Europe, so there may be more competition. I think most have been artistic ones. This is one of the first commercial ones. It has been done in an art museum in Detroit. It's just getting kind of going.
"We are just a little behind Europe I guess."
But just as many Europeans know, viral marketing, online campaigns and word-of-mouth displays like this 3D projection are becoming more and more important to companies looking to stand out. One of the more recent 3D ads to take place is one from Singapore for BMW.
So if you're around the Discovery Green area and didn't pay for a fireworks show (or a most likely dismal baseball game), you can definitely still see one of Texas' worst enemies take center stage on a building.