In 2025, the way companies create brand activations is evolving as they consistently seek innovative avenues to craft memorable experiences for their audiences and maximize their ROI. With ongoing technological advancements and the tightening line between the digital and physical worlds, major brands require new solutions to impress and engage people during their activations. Water screen projections could be the answer, as they are an emerging and powerful event technology for outdoor activations. In this article, we will explore why this technology can be the next big thing in 2025 and share a few examples of previous successful activations using this AV technology.

What Are Water Screen Projections?

Water screen projections are a unique multimedia technique in which images, animations, or videos are projected onto a thin film of water. This mist produces a transparent, holographic effect that makes the 3D animated content float in the air as a massive hologram. Water projections can be installed in fountains, lakes, or custom-built water structures, enabling brands to use outdoor spaces as immersive storytelling environments. Unlike other technologies, such as LED screens or static displays, water projections interact with natural elements, making them a unique and adaptable choice for outdoor events.

Experiential Marketing on the Rise in 2025

With so much visual pollution and excessive ads competing for people’s attention everywhere, consumers today are tired of advertisements and constantly ignore them. Instead, they want experiences. For this reason, experiential marketing has proven to be one of the most effective ways for brands to engage their audience in 2025, and water screen projections offer the perfect solution to create those experiences that people desire. Leveraging experiential strategies will encourage the audience to connect with your brand in an innovative way and without the negative sentiments that digital ads create, making your brand activations stand out while maximizing your ROI.

Why Water Screen Projections Work for Brand Activations?

As mentioned before, brands need to engage audiences in ways that go beyond standard advertising. Here are the key advantages of why water screen projections are the right solution for brand activations in 2025:

1. High Visual Impact: The translucent quality of the water creates a dreamlike effect, making images appear as if they are floating in mid-air. This spectacle naturally draws attention, as it is not familiar to the people yet, ensuring maximum audience engagement for showing something innovative.
2. Versatility in Outdoor Settings: Whether placed in city centers, waterfronts, amusement parks, or festival grounds, water screens adapt to various environments without requiring large physical structures. This flexibility makes them an excellent choice for brands looking to activate in public spaces.
3. High Engagement Potential: Since water screens offer an unconventional display medium, they encourage social sharing. Attendees are more likely to capture and post their experience online, amplifying brand reach through user-generated content.
4. Integration with Other Technologies: Brands can combine water screen projections with interactive elements, augmented reality (AR), or synchronized audio to create immersive multi-sensory experiences.
5. Eco-Friendly Appeal: Water screens are a more sustainable alternative since they use recycled water and minimize material waste.

Successful Applications in Outdoor Brand Activations

Brands worldwide have begun integrating water screen projections into their marketing campaigns. Some successful applications include:

• Product Launches: Companies use water screens to reveal new products in a dramatic, engaging way, offering incredible multimedia spectacles while promoting their latest products.
• Sports and Entertainment Events: Water projections have been used to showcase game highlights, athlete tributes, or cinematic storytelling at large-scale events.
• Luxury Brand Showcases: High-end brands use water screens to project dynamic logos, visuals, and narratives that align with their exclusive image.
• Tourism and Cultural Events: Cities and tourism boards use water screens to create interactive and visually compelling displays that attract visitors and promote cultural heritage.
• Economic Boost: Water screen spectacles in public spaces draw foot traffic to the activation surroundings, promoting local economies' consumption.

Be the First in Implementing Water Screens.

As audiences become more accustomed to digital screens, brands must seek innovative ways to create impact. For those aiming to make a bold statement at their next outdoor event, water screen projections offer a unique opportunity to captivate audiences and enhance experiential marketing strategies. Since this technology is still relatively new, implementing it in 2025 will position your company or brand as innovative and a thought leader in the tech space.  Here is an example of how AT&T launched a Water Screen Projection in San Francisco for the gaming conference Twitchcon

Conclusion

As brand activations become experiential, water screen projections stand out as an innovative way to engage audiences outdoors. Their ability to merge visual storytelling with environmental elements makes them a compelling alternative to conventional advertising. As brands continue to seek unique, memorable experiences for their audiences, water screen projections are poised to play a significant role in shaping the future of outdoor marketing.

At Go2 Productions, we have mastered water screen projections to create unique and immersive brand activations. Whether you are looking for content for brand storytelling, enhancing event experiences, or integrating water projections with your vision, we provide end-to-end solutions tailored to our client's needs. Contact us if you need a creative partner for your next activation.