A projection of a Nissan Racing Helmet

Giant Nissan racing helmet projected onto London Landmark to mark Formula E finale

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The Nissan Formula E Team transformed a central London landmark into a giant moving racing helmet to celebrate the finale of the Formula E championship.

The motion video mapping projection at 110 The Queen’s Walk Building gave the illusion that the helmet is racing and comprised part of Nissan’s wider Feel Electric Festival in Covent Garden.

Nic Thomas, marketing director at Nissan Motor GB, said: “The Feel Electric Festival is designed to bring the excitement of Formula E to life ahead of this weekend’s races.

“The projection on the 110 The Queen’s Walk Building is a very high profile visual spectacle that combines art, technology and motorsport with the Nissan Formula E Team. We want it to captivate people and inspire them to find out more about this fantastic sport.”

The stunt was created by Dark Horses and Nissan Motor GB, in partnership with Grand Visual and Pixel Artworks with media bought by TBWA\London.

The 110 The Queen’s Walk Building, was chosen because of its resemblance to a racing helmet. Although there have been previous projections on the side of the building, this was the first time the front of the building has been projected on, incorporating its structure as part of the stunt.

The projection was the culmination of Nissan’s Feel Electric Festival, which was executed by Fusion 2K. A Cherry Blossom Garden has been set up around the Nissan Formula E lab where people were invited to put their driving skills to the test with racing simulators. People also had the opportunity to grab a photo with digital versions of both Nissan Formula-E racing drivers, Sacha Fenestraz and Norman Nato.

Dark Horses created some digital OOH and print work for the festival.

Steve Howell, chief creative officer at Dark Horses, said: “For the final race of the season, we wanted to create a stake in the ground moment that really showcased Nissan Formula E taking over the city. And there was no bigger stake we could find than transforming one of London’s most iconic buildings into a 150 feet tall Nissan race helmet.”