Toyota UK - World’s First Hydrogen - Powered Projection Mapping

Job Role: Workflow Specialist / Disguise Programmer

Client: Toyota UK

Production: DMS Media

Content Creation: Limelight

Technical Company: QED Productions

Venue: Booth House, Oldham (2023)

“The world’s first hydrogen-powered projection, powered by Toyota’s own future.”

Overview

Working with QED Productions, Toby McManus helped deliver the world’s first hydrogen-powered projection for Toyota UK’s landmark ad campaign. The piece celebrated Toyota’s journey from its origins in textile weaving to becoming a global automotive leader, while underlining the company’s commitment to a carbon-free future through green energy sources.

Production itself embodied this value; the projection setup and film shoot were powered by portable hydrogen generators, with hydrogen cars, buses, and forklifts prominent on site.

Creative & Historical Context

The event took place at Booth House, Oldham - a site deeply connected to Toyota’s history. In 1929, the Toyoda family sold their automatic loom patent to Oldham locals, the Platt Brothers, a deal that financed Toyota’s first steps into the automobile industry. By returning to where it all began, the projection connected Toyota’s past with its vision of a sustainable future.

Workflow & Technical Direction

Toby’s role was to design the workflow and Disguise programming that made the projection possible.

Key challenges:

Projection logistics: The control and projection towers had to span along a busy two-lane road, requiring careful planning to maintain full coverage of Booth House from all angles.

Coverage & Precision: An in-depth projection study was carried out to overcome site-specific limitations. The projection distance to the building was extremely short, resulting in the need to use short-throw lenses to hit the full height of the building.

Animator workflow: Toby developed a workflow for the animators to follow, creating templates and test patterns to highlight the building’s features, ensuring content aligned precisely with the facade. These line-up patterns became vital for alignment while on-site.

Content perspectives: The creative mix of perspective and parallel projection effects required close coordination with the film crew. Some sequences were designed for Hero camera angles, while others were composed more freely from all angles.

Software: AfterEffects, Cinema 4D, Photoshop, Disguise - D3.