THE state's new brand will be splashed across the sails of the Festival Theatre tonight in a public launch in Elder Park.
Cutting-edge 3D technology and eight high-definition projectors will be used to run a seven-minute production revealing the brand, just before 9pm.
Pixel-mapping software will enable producers to fit animated images to the shape of the Festival Theatre's white roof.
The same technology was used to turn Buckingham Palace into a canvas for animations set to music to celebrate the Queen's Diamond Jubilee, last year.
Artist and 3D modeller Nils Porrmann, who was involved in the British spectacular, has worked with SA companies to oversee the state brand production.
The Advertiser has previously reported the brand will be an image, without a slogan, which aims to sell SA to the world.
Premier Jay Weatherill said the brand launch would be "an added spectacle" for people who are enjoying Mad March festivities in the city.
"On display will be images of our state, who we are and how we present ourselves to the world," he said.
Event and film company Kojo has had a team of 25 animators, sound composers, designers and special effects artists working on the brand production for the past month.
The creative designs were done by advertising agency kwp!.
Audio-visual production company Novatech will operate the 100kg-plus projectors which are ten times more powerful than an average machine.
"If you were to buy a projector for your boardroom, you're buying about 2000 ansilumens - these projectors are 20,000 ansilumens," Novatech managing director Leko Novakovic.
The show will be repeated nightly at 8.30pm, 9.00pm and 10.40pm until Sunday.
FIRST LOOK
See the new SA brand from 9.30pm tonight
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