Since Samsung’s well-promoted 3D TV projection on the historic Beurs van Berlage building in Amsterdam in May 2010, dozens of brands from Ralph Lauren to Mattel have dabbled in the 3D projection mapping concept. Unfortunately, many of them are not really investing in the creative which is why it all very quickly started to feel and look the same. They’ve gone down as boring and repetitive, just like the hundreds of flash mobs that had no real reason to exist. The fun and surprise factor lasts only for the first few times. The impression copycat attempts leave is boring, not creative, negative. An emotional connection with the brand is essential regardless of the medium. It is still always all about creativity, not the tools. Adidas France is succeeding here with their 3D experience.