Thomas Cook Case Study

In 1999 Thomas Cook commissioned a unique hologram. They wanted an unusual and innovative promotional display for the reception of their new headquarters in Tottenham Court Road, London. The hologram was to convey their historical roots, their contemporary corporate identity and their advertising campaign.

Spatial Imaging proposed producing an innovative, computer generated, full colour, full motion, large format holographic stereogram. The hologram was and remains one of the most complex holographic stereograms of its kind.

The holographic image was created using sixteen four second animated sequences digitised directly from Thomas Cook television commercials. The concept was to place all sixteen sequences, as two-dimensional layers, in three-dimensional space and superimposed on a background portrait of Thomas Cook himself. The intention was for passing viewers to see a multitude of full colour animated sequences, much like miniature holographic televisions. Each sequences depicted an interesting 'moment' such as a couple walking along a tropical beach to a plane flying across the hologram.

The hologram was made by first grabbing and compiling the sixteen separate video sequences using Discreet's Flame software running on a Silicon Graphics Onyx workstation. All sequences were then loaded and positioned on screen together to form a composite 200 frame animated sequence. During generation of the 200 frames however the software was also instructed to independently translate each of the sixteen layers across the screen, either from left to right or from right to left and by varying amounts. It took the full power of a Silicon Graphics Onyx workstation to perform the necessary calculations. By translating the sixteen animated layers horizontally, parallax or three-dimensional information was created within the resultant 200 frames such that when recorded by the hologram, the sixteen animated layers would be seen at different depths. The frames were then output to film using a film recorder.

The next step was to produce the large format holographic stereogram. The 200 frames of film were loaded into a holographic printer. Each frame was sequentially projected onto a ground glass screen using laser light and recorded onto a master hologram. Once processed, the master hologram was then placed into another optical system in order to produce a copy or finished display hologram.

The hologram was mounted in a specially designed display unit with integral light source.

The hologram won a coveted International Hologram Manufacturers Association 'Excellence in Holography Award' in 1999.