The team of LMG, Inc. and DWP Live is pleased to announce their recent collaboration to provide the stunning video display that more than 114 million Americans watched as Madonna performed at the Bridgestone Super Bowl Halftime show. Bruce Rodgers of Tribe, the Half Time Show set designer, engaged LMG with some unique opportunities for the visual assault. LMG, Inc., a national provider of video, audio, and lighting technology, supported the highly anticipated performance with lightweight LED customized for the main stage, and partnered with live event production company, DWP Live, to accomplish the large scale projection mapping of the field surface in front of the stage. Tennessee-based DWP Live, founded by industry veteran Danny Whetstone, installed the projectors that made the playing field of Lucas Oil Stadium in Indianapolis a virtual kaleidoscope for Madonna's performance.
In less than seven minutes, LMG's LED team of Super Bowl veterans and over 500 volunteers rolled out and assembled the massive stage onto the field, comprised of 796 11.25MM lightweight FLED io11 tiles, custom constructed into fourteen LED stage carts. Madonna performed four songs, including guest performers LMFAO, Cee Lo Green, M.I.A. and Nicky Minaj, and within the twelve minute timeframe turned the stage and 149' x 80' field projection area into everything from living VOGUE magazine covers to reverberating speakers. The visually stunning content was created by Moment Factory from Montreal, Canada. After the performance, breakdown and removal of the stage and projection area from the field was completed in less than seven minutes.
The halftime show was approximately 12 minutes but required months of planning and testing for LMG and DWP, and more than three weeks of dedicated time in Indianapolis. Both companies traveled to Orlando in December to test projection efforts at LMG's corporate headquarters. By using a crane rigged with a “pod” of four projectors over 150 feet in the air, the test ensured image consistency would be maintained as they projected downward on to the field surface for the show. Whetstone and the crew spent rigorous weeks before the halftime show with hours of equipment set up and trial runs to make sure the entire performance was flawless. DWP used 32 Barco FLM HD20 projectors, rigged into 8 pods of 4 projectors each, to drive the intricate show on more than 11,000 square feet of projector surface area. The projectors were operated, converged and edge blended by DWP Live using the Barco Projector Toolset located at a main control computer.
“It feels good to have a national stage to show off our capabilities,” said Whetstone. “People have seen our work on concert tours and corporate meetings, but they never know it's us and they never know the full extent of what we can do, so to be at the Super Bowl and be involved in the halftime show was a great chance to show the world what we do.”
For LMG, the performance represented the highest profile, largest audience, both live and commercially broadcasted, and fastest event from setup to breakdown, in company history. “It took a tremendous amount of time and effort for the team to develop and perfect a finely tuned process to make this happen, and I'd like to personally thank everyone involved for their dedication and hard work,” states Les M. Goldberg, CEO/president of LMG.
About LMG, Inc. - Founded in 1984 by CEO Les Goldberg, LMG, Inc., is divided into three business segments – show technology, systems integration, and touring - each with a common mission of providing innovative video, audio and lighting solutions and technical expertise through personalized service, high quality technology, and a commitment to continuous improvement. LMG has offices in Orlando, Tampa, Las Vegas, and Dalllas, as well as the newly opened Nashville Design Studio. For more information, visit www.lmgtouring.com and www.lmg.net.
About DWP LIVE - Founded by industry veteran Danny Whetstone in 2007, DWP Live is a single source solution for production services, audiovisual design, and equipment rental. The company has experienced 100 percent growth year after year and is a key partner for trade shows, corporate events, concerts, or in permanent facilities around the world. DWP Live specializes in using Cooluxïƒ’Pandora's Box and is primarily a Barco house. For more information please visit DWP Live.
PHOTO CREDIT: Courtesy of Brad Duns