Legends of Horror is an immersive promenade theatre set on the grounds of the iconic Casa Loma castle in Toronto and in the depths of the castle’s 90,000-square-foot structure. For the month of October, the castle is transformed through sight, sound and arts into a celebration of horror.
Liberty Group Entertainment was well underway with creating the Legends of Horror experience when they brought BIG Digital in to help with the outside projection mapping onto Casa Loma.
Although there would be dramatic elements throughout, the rear of the building facing the downtown skyline was a new canvas to create a nightly digital experience and transform this iconic Toronto event space. The objective was to create a digital experience that brought the excitement and terror of the inside theatrics to the exterior of the castle while promoting the event every night.
The show that played also was sponsored by the Diageo brand’s Captain Morgan, providing a unique digital-out-of-home canvas that fit perfectly with the Captain Morgan brand.
Although some of the decision had been made to use projection mapping for the first time ever on Casa Loma, and some infrastructure had been secured, there was still the need to do the technical work to make it all work. Initial 3D mapping of the castle using drones was done as a framework to build the visuals for the storyboard. New creative pieces using iconic characters of the event had to be created and integrated into the content strategy.
Tight timeframes for an October 1st opening as well as the task of projecting onto a castle surface provided unique challenges for BIG Digital and the Liberty Group team. Another challenge accepted was to come up with a way for people to share their experience on social media that was fun and easy.
Using large and newly installed Barco projectors, BIG Digital went to work planning the layout of the technical projection as well as the content strategy for this part of the Legends of Horror experience. Creating an almost four-minute show, BIG built custom animations and filmed green screen characters that were to be seen walking the grounds each night.
Audio was also custom mixed to match the content being projected onto Casa Loma, providing an eerie soundtrack for the whole grounds. The show eventually builds to a crescendo of Captain Morgan branding that can be seen for miles from downtown Toronto.
A digital 47-inch touchscreen photo kiosk at the end of the tour was also created for unique audience engagement. After going through the final leg of the experience, visitors could get their photo taken and have it sent out over social media.
After building up all month to a celebratory Halloween night, Liberty Group and Casa Loma saw an average of 1,000 people per night come through Legends of Horror for a total of about 31,000 visitors for the month. Not only was this one of the busiest Octobers ever for this event space, but by digitally transforming this 100-year-old castle, BIG Digital and Liberty Group brought new life to the building and reintroduced this part of Toronto’s history to a new generation.
Social media postlngs were also driven by the new digital castle experience both by visitors in the area as well as the thousands of photos taken through the selfie kiosk and shared with friends online. This helped to give Captain Morgan more brand exposure beyond the live audience.
Overall, Legends of Horror was such a unique success for this event space that other new projection ideas have been in the works.
Liberty Entertainment Group