Techniques such as light or pixel mapping are all the rage – see The Curious Incident of the Dog in the Night-Time https://www.youtube.com/watch?v=RYDFdY3IZBM
Basic tutorial https://www.youtube.com/watch?v=8OZckTeq_HY
Some useful examples here: http://www.lightjams.com/pixelMapping.html
How does pixel mapping work?
Pixel Mapping isn’t projecting media content using a projector and firing it from the lighting console. The main brief of mapping is to turn your array of “simple” fixtures into a giant telly. The “screen” doesn’t have to be rectangular or even one complete surface – using pixel mapping, you could create some great effects with a long single strip of RGB LEDS or play a huge image across a number of different elements.
The pixel mapper treats each fixture as an individual pixel and sends the correct information (usually colour and intensity) to the array: http://www.onstagelighting.co.uk/lighting-equipment/stage-lighting-control/guide-to-pixel-mapping/ This article also explains how you can pixel map on a budget.
See this blog for a response to a recent symposium: https://pitchblacklighting.wordpress.com/2016/01/13/light-mapping/ #lightmapping