There are no additional effects. You will see the same illusion as people did in front of the building.
This building projection was to promote the new movie “The Tourist” starring Angelina Jolie and Johnny Depp. The Joule Hotel in downtown Dallas hosted a party with this 3D architectural mapping projection art show, it was projected on the Praetorian Building at 1607 Main Street. The size of the projection was 80′ x 80′.
Another projection: Ralph Lauren London celebrates 10 years of digital innovation by putting on a virtual fashion show that brings it’s building on Bond Street to life.
Projection mapping, also known as video mapping and spatial augmented reality, is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection. The software can interact with a projector to fit any desired image onto the surface of that object. This technique is used by artists and advertisers alike who can add extra dimensions, optical illusions, and notions of movement onto previously static objects. The video is commonly combined with, or triggered by, audio to create an audio-visual narrative. wikipedia