UK out-of-home advertiser Ocean Outdoor is rolling out a 3D technique called ‘anamorphosis’ or ‘forced perspective’ which mathematically warps imagery to create the illusion of 3D depth on flat surfaces.
Ocean’s proprietary DeepScreen 3D templates can be used to create windows into other worlds, extend existing architecture or make objects appear to float in the air, coming out of the screen and towards the viewer.
Following a successful trial, DeepScreen is being rolled out across premium retail and city centre outdoor DOOH environments in the UK, Nordics and the Netherlands. Activations using DeepScreen have recently been carried on the iconic Piccadilly Lights in London which is operated by Ocean for Landsec. Vodafone, Netflix and Deliveroo have also used DeepScreen for integrated campaigns.
“Forced perspective is hard to describe, but incredibly easy to view – realistic ‘3D’ images, with the correct perspective, lighting and shadows, that require no fancy eyewear, QR codes or technology,” said Ocean’s head of design and studio David Tait. “To really grab audiences’ attention, advertisers want to stand out from the crowd and it doesn’t get much more striking than a 17m high rugby ball flying towards them.
“To allow brands to create DeepScreen activations, we developed 3D templates that recreate the unique size and curvature of the screens along with the viewer positions for each of the supported locations. Using these templates, and the included consultancy of the Ocean Studio team, brands can integrate their imagery to create these stunning eye-tricking campaigns.”
According to Ocean’s neuroscience research, full motion screens outperform static outdoor by 2.5 times, driving emotional impacts, memory encoding and acting as a primer for other media.
