3D, Mind-Bending Billboards Are Coming To The UK In A Big Way
Image via Ocean Outdoor
Advertising’s transition to space proves one thing: the industry’s about to get wackier and more competitive, whether intergalactically or just internationally. In the past months, for one, we’ve seen a mushrooming of 3D illusions in which giant creatures are depicted to pop out of screens to join or scare passersby.
That’s going to be a more common sight in the UK, the Netherlands, as well as Nordic countries, where digital out-of-home advertising firm Ocean Outdoor plans to officially roll out its proprietary ‘DeepScreen’ technology on large LED billboards, having completed a trial run with success.
Image via Ocean Outdoor
The technique relies on “anamorphosis,” or forced perspective, and mathematically contorts visuals such that imagery on flat surfaces appear to move to the next dimension without the need for AR or VR headsets. So far, its templates have been tested at London’s Piccadilly Lights by Netflix, food delivery service Deliveroo, Vodafone, IWC Schaffhausen, and online poker cardroom PokerStars, among several other locations.
Image via Ocean Outdoor
And if brands play their cards right, they might capture the short attention of the general public with quasi-3D advertising for the long haul. Ocean Outdoor’s neuroscience analysis finds that full-motion screens perform 2.5 times better than static outdoor advertisements.
To put it succinctly, the firm’s head of design and studio David Tait describes: “It doesn’t get much more striking than a 17m high rugby ball flying towards them.”
Image via Ocean Outdoor
Image via Ocean Outdoor
Image via Ocean Outdoor
[via AV Magazine, video and images via Ocean Outdoor]
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