Ashton was initially asked by the Venetian to consult on the technical installation and produce all the projection artwork, after which he tendered and won the project having faced off some serious competition! London, UK, based The Projection Studio – led by Ross Ashton - has delivered a spectacular and eye-catching new monumental video projection show to help celebrate the ‘Winter In Venice’ Festival at the world famous Venetian resort in Las Vegas. Ashton has also created a series of works for a permanent video son et lumière extravaganza which was launched in summer and is being show nightly, year round.
The colourful, vibrant giant images are projected on to a 25 x 25m canvas forming part of the Venetian’s frontage. The newest ‘Winter In Venice’ video work is centred around Amadora, a character with roots deep in Italian folk lore, created by the Venetian as a key symbol for their 2012 Festival. A key reason that The Projection Studio was chosen to produce the series of visual shows is Aston’s reputation for pictorial storytelling with detailed historical references, which can really bring significance and relevance to any building or environment. Ashton created all the storyboarding and worked alongside two other motion designers - Nils Porrmann and Sang Gun Kim - on the imaging.
The Venetian’s team wanted each show to have real depth and substance as well as being instantly accessible for the public. The resulting ‘live art’ phenomenon has been hugely successful at the Venetian with the initial three daily shows, and this has now continued with the special ‘Winter In Venice’ work. Says Ashton, “The challenge, was to produce a unique and interesting narrative, to engage onlookers in each case, which also required a distinctive Venetian feel, and had to be delivered to exceptionally high standards”.