Imagine 3D projection mapping that is interactive-- with the crowd below actually effecting the projection. The artists at Pearl Media did just that when recreating the arcade favorite "The Claw" then magnifying and projecting it onto the side of the Roosevelt Hotel in Hollywood. Check out what happens when a player manages to position the lever successfully and grasp the Chevy Sonic. It is exciting to watch this evolving art form and to witness some very impressive creative minds emerging. It's hard not to forget that this is an amazing advertisement.