Job Role: Creative Technologist / Disguise Programmer

Client: Samsung

Production Company: Pixel Artworks

Technical Company: QED Productions

Creative Technologist / Disguise Programmer: Toby McManus

Venue: London Eye & County Hall - 2025

For the global launch of the AI-powered Samsung Galaxy S25 Ultra, Pixel Artworks staged a landmark projection spectacular across London’s Southbank. QED Productions delivered the multi-projector technical infrastructure, with Toby McManus as Disguise Programmer.

The event fused projection mapping on County Hall with hologauze projections surrounding the London Eye, creating the illusion of images suspended on the sky. The result was a multi-layered canvas that was both a live spectacle and a broadcast moment streamed worldwide to Samsung’s audience.

Toby’s role was to design and operate the Disguise workflow powering the projection system. This involved aligning content across multiple projection canvases with varying sightlines and transparencies, ensuring the visuals played seamlessly whether viewed in person or through the global live stream. The broadcast, hosted by Fearne Cotton, was relayed live to millions and streamed back to Samsung HQ as part of the product reveal.

The hybrid setup demanded a workflow capable of maintaining consistency across physical scale, digital templates and broadcast framing. By combining technical precision with artistic vision, Toby enabled the Pixel Artworks team to project creative ideas onto an iconic London skyline, mapped flawlessly to the real-world architecture. Working closely with the film production crew, he ensured each camera angle and broadcast frame aligned seamlessly with the mapped projections, preserving the illusion both on-site and on-screen.

Software: AfterEffects, Photoshop, Cinema 4D, Disguise (d3).