Basics

Projection has 3 parts:

traditional video art (bracket: wall paper/background)
middle part (could be op-art) (entire canvas)
story/narrative, collaborative piece: entire canvas

strength of projection depends on:
technology
scale/location/architecture (bridge)
content (narrative)

Audience: doesn't know much about what to expect. We need to get message across and narrow it to a simple theme which we can introduce early on (ie. weeks before the event) in order to set the stage. Specificity: mass communication. Complexity gets necessarily lost with big numbers. Unification of voice absolutely vital. No questions should come up except for those which we want to pose.

Questions/content: to give it meaning, make the piece/screening memorable. Raise expectations and fulfill them.

Immersive Surfaces: great framework, fits nicely with the op-art and the crowd theme; and leaves room for the different (three) parts.