Ed Sheeran Subtract - Album Launch

Following the success of the No.6 album activation, Warner Music Group invited us to create a new immersive experience for the launch of Ed Sheeran’s Subtract album. This time, the installation featured a curved projection-mapped wall set within the Georgian Society building in Dublin, with a shallow layer of water at its base to reflect the visuals and enhance the atmosphere. Collaborating with interactive artist Pauric Freeman, we designed the experience using TouchDesigner. The projection content featured two layers: an upper layer of swirling, generative particle simulations, and a lower layer of unreleased music videos from the album. As users approached the wall, their silhouette would dynamically reveal the video layer beneath, creating a personal and emotive interaction with the visuals. Overhead lighting also responded to movement, adding another layer of depth to the installation. I was also responsible for projection mapping the content onto the curved surface, ensuring seamless alignment and immersion. The result was a striking blend of visual storytelling and interaction, giving fans a first look at the album’s visual world in a unique and engaging way.