Following arguably the most difficult period in the sector’s history during Covid-19 restrictions, which saw budgets slashed as people were unable to leave their homes, out of home is set for a renaissance and the innovation of 3D technology could be a major part of its new era.
Using its proprietary technology called DeepScreen, Ocean Outdoor aims to offer a new ability to drive audience engagement for brands. It has already been used to produce campaigns for Netflix, IWC Schaffhausen, Deliveroo, PokerStars and Vodafone during a trial period as it begins to grow awareness of the product.
Using “anamorphisms” to create a forced perspective, the imagery, when viewed from a specific vantage point by the audience, takes on the illusion of 3D against flat surfaces.
David Tait, Ocean’s head of design and studio, explained in a statement that the imagery was viewable without the need for “fancy eyewear,” QR codes or further technology by the viewer.
“To really grab audiences’ attention, advertisers want to stand out from the crowd and it doesn’t get much more striking than a 17-meter-high rugby ball flying towards them,” he continued.
Ocean Outdoor will release the technology across premium retail and city center outdoor DOOH environments in the Nordics and the Netherlands, including those in seven cities in the U.K.—Westfield Square, Westfield London, the Four Dials in Westfield Stratford City, the Manchester Printworks, Liverpool Media Wall, Birmingham Media Eyes and city centre screens in Nottingham, Norwich and Glasgow.
One element of the trial was to promote the Netflix film Army of the Dead from director Zack Snyder, released in May, which boasted a virtual reality experience featuring the undead overrunning the Las Vegas Strip.
Having run a 3D spot in Piccadilly Square in London using Deepscreen, a 30-minute virtual reality experience will appear across London in September before moving onto cities across the U.S. in New York and Miami.
“Army of the Dead is one of the most hotly anticipated releases of the year and now fans have the chance to climb aboard the taco truck to experience the world for themselves,” said Greg Lombardo, head of experiences at Netflix. “We are thrilled to partner with the Snyders, Pure Imagination Studios and Fever to bring Army of the Dead to London this summer in a way like never before.”
