Crazy Water Holographic Installation

Crazy Water, a brand rooted in Texas history, sought to modernize its image while maintaining its heritage. As part of this effort, they collaborated with Click Here Labs to create a captivating holographic installation featuring their mascot, “CW,” at the Oak Cliff Film Festival. The challenge was to create an eye-catching display that would engage festival attendees and leave a lasting impression. The installation aimed to showcase the brand’s quirky personality and appeal to a wider audience.

The Oak Cliff Film Festival provided a unique platform for Crazy Water to showcase their brand. The project focused on developing the user experience, set installation, and overall creative direction to bring the concept to life. The team explored the use of the Pepper’s Ghost illusion technique to animate the mascot and create an immersive, memorable experience for attendees.

The original plan called for a standard monitor display inside the small ticket booth. However, due to the booth’s tight constraints, the team shifted toward a more fitting and visually striking display method by leveraging the Pepper’s Ghost illusion technique. Motion graphics assets were then created specifically for this setup, ensuring the visuals appeared crisp, dimensional, and convincing within the reflective environment.

The team ultimately transformed a basic screen concept into a seamless Pepper’s Ghost illusion. A continuously looping video was produced and tailored for the reflective setup, while close collaboration with Crazy Water and Texas Theatre helped maintain brand fidelity throughout the installation.

This shift from a typical display to a purpose-built illusion allowed Crazy Water to stand out at the festival and capture the curiosity of passersby. The display was described as “eye-catching” and created a sense of intrigue among viewers, with many wondering if they had really seen the mascot. The CW character is now a central element in Crazy Water’s digital marketing efforts, used across all their online platforms.