CHRISTMAS came early as award-winning advertising leader United Neon Media Group (UNMG), through its Media Display Solutions (MDS) arm, unveiled its magic in the sky for a visual spectacle first to be seen in Southeast Asia.

Using the sky as its canvas and weaving state-of-the art technology and entertainment with the vibrant vibe of Bonifacio Global City (BGC), UNMG showcased mesmerizing visuals and spectacle for a truly immersive experience that captivates people of all ages.

Dubbed "Magic at the 5th," the spectacle was created to bring people together in a shared visual experience and cultural appreciation of visually compelling stories and themes.

"Magic at the 5th is a testament to United Neon's continuing efforts to push boundaries on advertising. Attention, connection and engagement are the most important currencies at this time for brands to stand out from the clutter of thousands of ads across different platforms that consumers receive each day. Our sky magic gives brands that fresh, unique and innovative platform to command attention," UNMG Deputy COO Benjamin Ernest Lim said.

The spellbinding execution conceptualized by MDS was inspired by the simple idea of a projector. It took the group three years to complete the magic from the drawing board to its actual launch.

"We continuously challenge ourselves in coming up with innovations that entertain, connect with the audience and elicit engagement. For Magic at the 5th, we took inspiration from the simple projector and focused on how we can do executions using that idea on a larger-than-life scale. We collaborated with local and international integrators who have executed similar projects, making sure that this first Sky Projection in Southeast Asia would be nothing short of breathtaking," MDS Head Wency Adrielyne Chavez Tan explained.

The project is called Magic at the 5th because the Sky Projection was launched at 5th Avenue in BGC where UNMG's crowd-drawing Integrated 3D billboards are also located.

In tech speak, Tan said, "We are using 12 units of Panasonic Digital Light Processing (DLP) Projector of 32,000 lumens to achieve the vibrancy of colors against a massive specialized holographic mesh that can absorb the light."

"Magic at the 5th" will be seen at BGC from November to February with visually compelling stories celebrating Christmas, Chinese New Year and Valentine's Day. After BGC, Tan said they plan to bring the "magic" to different locations given the "portability" nature of the technology that UNMG-MDS was able to put together.

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