Video Installation

Sober Industries

Sober Industries are a creative production company that specialise in developing and creating creative concepts and projects. They have worked with many different clients which includes the likes of MTV, Disney Channel, Converse and many other notable brands. They often create models that they then project on to. There are many different projections they have created that range from a wide variety of genres. The majority of their work has a similar style to it. Most projects are 3D models created from wood and metal which then have colours and images projected on to them. The models are extremely detailed and have many different layers projected on to them.

Image from: http://www.sober-industries.com/portfolio/projection-mapping-gundam-s-5083r/

This is one of there projection mapping projects that they created for the Amsterdam Dance Event. The models are of characters from the show Gundam. Similar to this project, they also created a formula 1 race car.

These images show the different stages of the race car projection. The first image shows the car without anything projected on to it, it is just the model. The second image has blue and white projected onto the different areas of the car and the final image shows how the colours have changed. There are multiple different colours projected on to it now and different patterns.


The intentions of Sober Industries work is all for commercial purposes. They create most of their work for other companies and organisations to help promote them. This limits their creativity as they cannot choose what model they want to create however they can choose how they design their project. The industry had stated

"we use technology in a creative way to trigger the participants emotions and to stimulate curiosity and create engagement"

This statement shows that they try to interact with viewers through their work. It is important to them as well as their client that viewers stop and take a second look at their work. Sober Industries treat their work like art and have a vision behind each piece. They see their work as more than just promotional pieces. Some of their work has been created for their own promotional purposes and allows them to really express themselves.

They are a big industry and have a variety of technology at their disposal. As well as projection mapping they also use laser cutting technology to cut out the significant shapes for their models. made from wood. Another piece of technology they use is LED lights. The majority of their work involves flashing lights and bright colours and using LED lights helps to give that luminous look to their models.

Their work differs from a lot of other companies and artists. One big factor that makes their work unique is the use of models. They project their pieces on to wooden and metal models whereas a lot of artists will go for a more simpler option like a flat screen. Using models is a lot more time consuming as there is the process of creating the model to be carried out and projecting video on to each difference surface which puts other companies off doing it. By using models you are creating a much more attractive and 3D piece which will probably interest a wider audience. A company such as Urban Projections would differ from Sober industries as they use existing architecture and objects as their models. They use things such as houses and cars to project on to. The advantage of using Sober industries method would be you have more freedom as you are creating your own model whereas Urban Projections method is much more cost effective as you don't have to pay for the materials.

I personally admire the work of Sober industries. The complex technique used pays off and creates really interesting pieces of work. I think their work is unique to them and you would be able to tell there work apart from other companies. I believe this is the reason many big names hire there services as they are recognised as a good brand and would therefore look positive on the employing company. A negative that has come up with their work is it is all quite similar. This is thought of because almost all their projects are a model with different colours projected on to it. A lot of critics believe that they are not a diverse company. I feel that this is not such a negative as they are creating what their client wants. Their clients know what their work looks like and only goes to them because they want something of the same. I believe they are doing what they know looks best and is most effective for sales.

Urban Projections 
Urban projections are a digital production company who create many forms of digital artwork. They are most recognised for their work using projection mapping. Most of their work is collaborating with DJ's, festivals and directors to provide a more satisfying visual experience for their customers and audiences. A lot of their projection mapping is done on architecture and to music, this is why their work is ideal for DJ's. The images they project generally transform to the beat provided in the background and by using these projections at live events, they add a unique look which audiences tend to enjoy more than the usual flashing lights and smoke. Some of their more notable clients are the BBC, Vodafone and Vauxhall.

Image from: http://www.mynameisrebecca.com/269005/4005796/projects/freefall-festival-mapped-dj-booth

This collage of images shows a piece they did for a DJ set. They projected on to multiple surfaces that made up the DJ set and projected different colours and shapes on to it. Another project of theirs was for Vauxhall. They projected colours and animal prints on to the car to help promote their new range of 'Adam' vehicles.

A lot of Urban Projections work is done for commercial purposes as they have to make money to run their company however some of there work is done to carry a message. They carried out one project called 'Bloom' This project was carried out to celebrate the Paralympics and the Diversity of the town the project was commissioned in. They allowed members of the public to provide images that would then be projected on to a building. This shows that they are not all about making money and instead want to bring people together by publically video bombing their work.

https://vimeo.com/49514987

This link leads to the Bloom project on Vimeo.

Urban Projections save a lot of money compared to other companies as they do a lot of video bombing. This means they do not have to pay for materials. Also If they are doing commercial work then the company generally send them the materials they need. For example, Vauxhall provided them with the car. They use projectors to map onto buildings and structures. The size of the structure will change the amount of projectors they need to use. The bigger it is the larger the area that needs covering and therefore more projectors are needed. There is no other equipment necessary for them besides the projectors which show how simple it can be to pull off such big projects.

Urban Projections vary from other companies because a lot of their personal projects involve video bombing. This is when the group project video and images on to public structures and property. Most other companies will have their own studio, materials and models like Sober Industries do. I admire the work of Urban Projections because by video bombing they are really getting their work out to the people for free. The public are generally involved in some way with some of there work and they don't have to buy a ticket to an event just to see it. The work would instead be projected on to a large building for everyone to see. It is also a good idea for anyone thinking of starting out as a projection mapper. It is much more cost effective and a good way to get noticed.

Research blog

Sole Trader
A camera man is a sole trader. This is because a camera man can work free lance meaning they can keep all the money they earn after tax.
A sole trader does not earn a constant wage, they get paid every time they do a job and the payment can vary depending on what they are doing. The personal tax responsibilities of a sole trader include sending a self assessment tax return every year, pay income tax on their profits each year and pay national insurance. A Sole Trader must also register for a VAT if they expect their annual profits to be more than £82,000. 

Partnership
A business partnership is when two or more people or companies run a business together. Production companies are often started off as partnership with multiple people working there way up to build their business.
Bob Lawrie and James Studholme are founders of Blink Productions. They began their partnership by creating the animation company which they late evolved in to a live action company.
In a partnership, both partners share responsibility for the company and can share the profits. Only one partner has to send off a partnership self assessment tax return every year. They also have to pay income tax and national insurance. If they expect to make more than £82,000 a year then they must apply for a VAT.

Health and Safety
When starting a small business, it is vital that you can ensure all members of the business are safe.  When starting a production company, it is better to have trained professionals on the set who know how to use the equipment. There is a lot of dangerous equipment involved in productions so having just anyone operate it will put everyone at risk. There are a number of common safety precautions that you can have on set in case of emergency. With all the electrical equipment around, there is a large fire hazard.
By simply having fire extinguishers nearby, you are prepared to tackle a fire if one were to occur. By having these on set you can stop a fire before it gets out of hand.

Laws and Regulations
There are multiple laws and regulations that must be considered when starting up a small business. You must tread lightly with everything business related as there are so many laws and regulations.
A big law that will get a lot of businesses in to trouble is copyright. Almost anything can be copyrighted to another business if they have came up with it. A company must be careful when choosing something as simple as a company name. If it is the same as or too similar to another company, they can sue.
You can also get in to trouble if the name is considered offensive. This can breach the 'protecting minors' regulation. If the name had a swear word in it then parents would be offended that you are teaching their children this word. You would also be fined if the name discriminated against a selected group. If it was racist or sexist, then the group that have taken offence can choose to take action and fine the company.

Tax Liabilities
A Tax liability is the amount of tax money that a company would need to pay to an authority after an occurrence that requires taxing. It is important for companies to know there tax liabilities so they can ensure they have the correct amount of money needed and can pay their taxes when it comes to it. Tax is based off how much money the company makes in profits. The more money you make the more tax you pay however people with higher earning jobs will still have more money than lower earners.
Tax is paid to the government that then goes back in to the country. The money goes towards things such as running the government, the army and education systems.


Business Loans
A business loan is the same as any other loans however it must be used for business purposes only and not for personal reasons. The loan can only be handed out if it is beneficial for the company.
Like a regular loan, a business loan will be issued by a bank or loan company and will have interest added on. The interest will increase based on how long it takes to repay the loan.
These companies might often decline businesses loans if they do not believe they can pay it back. Companies will often have to pitch their business to the banks in order to persuade them to give them money.

Public Funding
Public funding is when a business is given funds usually by the government. They are often only given this money if there business or plans will benefit the general public and community.
This funding is different from a business loan as you do not have to repay it. It is given to you with trust that it will benefit the community.
The interview process is also needed to get public funds. The people bestowing the money on to you need to know it will be used to good cause. The government give funds like this because they are getting a favour out of it themselves. They are improving the community they have to run.

Financial Systems
A financial system is put in place so that companies can keep track of their financial activities. The financial system also enables different companies to loan and exchange funds. The financial system covers: accounting measures, revenue and expenses schedules, wages and balance sheet verification.
Business' need the financial system so that they can keep track of the money they are giving out and taking in. It helps them to ensure that all the right funds are going through and it is easy for them to detect if it is not.
The financial system has been very important in the creation of many well known products. It is necessary for people to invest in ideas and companies. Without it, many businesses and individuals would not be able to fund there projects as they would not be able to gain loans and grants

Intacct is a system that is used to assist small businesses with their financial systems. It includes: modules for core financials, a general ledger, payable accounts, cash management, order management, purchasing and collaborations with other companies. Additional modules can be added to this system to suit businesses to their needs and make it more personal.

Credit Control
Credit Control is in place to ensure that you make necessary payments to suppliers and receive payments from your clients. A big risk when extending credit is not getting paid or getting paid late. Either way there will be a negative effect on your own business. It is important to look into the client who will be paying you as they may have a poor credit history. If this is the case it is a risk working with them as you are likely to not get the money you need.