Projection, when done properly, has a profound and memorable impact. Angles, distance, and brightness are challenges met by lenses and Lumens, but how can we take it beyond the visual spectacle and really reach out to consumers? Microsoft Kinect™, video-linked hashtag triggers, RFID on promo cards, and Bluetooth connection to a mobile app are all great tools to stretch the spectacle to the incredible. Engaging the consumer heightens the experience and builds the relationship with the brand. Adding drama is always of benefit in retail; screens that seem to hang in mid-air or projecting onto textures can bring the image closer to the organic nature of the brand. So, what makes the difference between a backyard movie night and a stunning brand story? The answer: cooperation with and understanding of not just the tech but also the customer and their market in tandem with multiple team members (inclusive of the brand) and the excitement of building something unique.