Projection Mapping Is a Moving-Image Brief
Notes from the projection-mapping side of the practice: architecture, duration, crowd attention, sound, and scale change what the image has to do.
By Tal Heuberger · 4 min read
Projection mapping is not just a bigger screen. It changes the brief.
A mapped surface has architecture, edges, depth, public distance, and a crowd that may not be watching from the perfect seat. The image has to hold from far away, survive distortion, and make sense as both event and composition.
That is why the Jerusalem Film Festival mapping work matters in the portfolio.
It connects Tal's film and video-art background to public-scale installation, where motion design, sound, timing, and surface become one system.
The AI layer does not replace that spatial thinking. It gives the studio new ways to prototype visual material, build loops, and test impossible textures, but the final question remains architectural: what does this image do on that surface, in that room, with that audience?
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