A new themed experience has opened at PortAventura World, Ferrari Land, 70,000 m2 of speed, innovation, adrenaline, theming, and attractions. Los Angeles based experiential creative studio Mousetrappe, in collaboration with master planner PGAV, provided input into the creative concept phase of Ferrari Land at PortAventura World, helping to determine the narrative and an audience work flow to best tell the interactive story of the legendary Italian brand and its creator Enzo Ferrari.
Following the Concept Phase, Mousetrappe’s Creative Chief Daren Ulmer took the lead as Creative Director on all media-based experiences inside the Ferrari Experience Building, including two signature attractions, three pre-shows, and 12 projected mapped video environments within the queue. In addition to the media production, other Mousetrappe deliverables included initial concept designs, storyboards, and the design and fabrication of themed set pieces, such as a dimensional scenic Ferraris, used for projection mapping.
The media-based attractions include:
Flying Dreams –Around the World with Ferrari – a flying theater experience following classic and contemporary GT™ Ferrari’s touring through amazing locations around Europe and the rest of the world.
Racing Legends –A Journey Through Time with Scuderia Ferrari – a simulator ride in an Omnimax-style dome that puts its riders into Ferrari Formula One cars to feel the adrenaline of an F1™ through many classic racing eras, up to a “Future Track” set 50 years from now.
The attractions along with a very original approach to the queue and multiple pre-shows include 12 different projected/mapped video environments, pepper’s ghost illusions, and safety videos.
Racing Legends was filmed at notable landmarks around the world utilizing a flying drone mounted 5K resolution camera rig, for all but three locations not allowing flight clearance. “This may have been the first flying theatre film shot entirely with drones,” remarked Mousetrappe’s Creative Producer David Briggs.
“As a Scuderia Ferrari F1 fan this was, to say the least, an incredible adventure – from access to the team’s VIP hospitality suite and pit garages at the Spanish Grand Prix, to working on their racing circuit in Maranello, Italy,” highlights Daren Ulmer, Founder and Creative Chief at Mousetrappe. “We are also honored that Piero Ferrari, son of Enzo Ferrari, was extremely impressed by our portrayal of his father in a pre-show that utilizes the pepper’s ghost effect.”
The team at Mousetrappe along with partners MuseFX, Tau Films, Proof, Jon Baker Productions (score for Flying Dreams by Bruce Broughton, Racing Legends, Queue and Pre-Shows by Tim Heintz), Simworx and Brogent Technologies delivered unique and extraordinary experiences that the public will enjoy for years to come.
Meanwhile, project work continues to flow at Mousetrappe allowing the creative studio to grow with an increase to their executive team, and a steady hiring of freelance talent.
The company annouces that Eric Hungerford has joined the Mousetrappe family as Media Producer, working alongside project leads Stormie Dorrel and David Briggs in handling the growing list of clienteles. Mousetrappe also congratulates Brian Egan on his permanent placement as Senior Designer to its Production team. To assist with business development on future projects Tracy Balsz is providing her services as Director, Business Development and Marketing. In addition, Tiffany Wolf has recently joined Mousetrappe as the Executive Assistant to Founder/Creative Director Daren Ulmer, as well as handling office management duties.