interesting! I wonder what its like to photograph stills? Fireworks we need long exposure times (3 to 5 seconds last night) so it might be a bit messy if the gauze image is animated rather than static, but a good challenge to try!
"Makes it look like the image is floating in the air". Sort of.
It does work, I've seen it in person - it's extremely reflective and quite transparent, so in a dark room with suitable projections it looks cool as hell
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This is when they used it on Tower Bridge in 2023: https://www.thedrum.com/news/2023/03/31/rimmel-makes-london-look-twice-holographic-bridge-takeover
Maybe we will see it next year, it could be a great effect. The video overlay was also very well done!
It does work, I've seen it in person - it's extremely reflective and quite transparent, so in a dark room with suitable projections it looks cool as hell