For the 2025 edition of the Jerash Festival, Segal AV designed and produced a large-scale projection mapping experience that narrated the historical evolution of the ancient city of Jerash.
The concept centered on transforming the architectural façade into a precise storytelling canvas. Each visual sequence was carefully crafted in response to the building’s geometry, textures, depth, and structural rhythm. Rather than simply projecting imagery onto a surface, the content was engineered to interact with the architecture — enhancing columns, arches, reliefs, and spatial perspectives through light and motion.
The narrative unfolded across defining historical milestones:
Byzantine Era – Highlighting artistic and cultural influences through intricate patterns and architectural motifs inspired by the Byzantine legacy.
Roman Period – Reimagining the grandeur of Roman engineering and monumental structures, using perspective-based mapping techniques to amplify depth and scale.
Islamic Era – Portraying the city’s transformation through refined visual compositions reflecting Islamic art and architectural identity.
The Earthquake – A dynamic and immersive sequence depicting structural shifts and fragmentation, precisely synchronized with the façade’s physical features to create a powerful spatial illusion.
Amman – Establishing a contemporary connection between ancient Jerash and modern-day Amman, bridging heritage and present-day Jordan.
From concept development to final execution, meticulous attention was given to visual precision, alignment accuracy, and surface adaptation. High-resolution content, advanced 3D mapping techniques, and detailed frame-by-frame refinement ensured that every animation respected the building’s proportions and architectural language.
The result was an immersive cultural spectacle in which history, architecture, and technology merged seamlessly — transforming a historic structure into a living narrative of light and memory.
Services:
ideation and scenario development, concept design, and storyboard creation, along with custom content creation, animation, and art direction for architectural projection mapping and music composition.
Date:
2025