3D DOOH advertising
The screen doesn't have to end at its surface
In classic DOOH, the image stays within the screen. In 3D DOOH advertising, the perspective is designed to create an illusion of depth and space from a specific viewing point. The product can reach out of the screen, disappear into it, or move within a space that seemingly extends far beyond the LED surface.
This effect is also known as naked-eye 3D, anamorphic animation, or anamorphic 3D. It requires no special glasses. The entire illusion is created through the precise combination of screen geometry, perspective, camera angles, and 3D animation.
First the display. Then the idea.
Anamorphic advertising isn't designed like a standard animation that is simply fitted to a screen resolution at the end. The shape of the display, its proportions, corners, positioning, and the viewing angle all influence the concept from the very beginning. That is why, before starting production, we analyze the specific screen and its exposure conditions. Only then do we design the scene, camera, and movement.
The 3D effect should serve the idea
Simply "popping out of the screen" quickly loses its impact if there isn't a strong concept behind it. The most compelling projects use the illusion of space to showcase a product, its features, or a brand's personality in a way that would be impossible on a standard flat display. That is why we treat the anamorphic effect as a creative tool, not an end in itself.
What are the benefits of a well-designed 3D DOOH ad?
It utilizes space
The perspective and geometry of the display create an impression of depth, ensuring the image is no longer perceived as a standard flat advertising surface.
Showcases your product from a new perspective
3D effects allow you to leverage depth, scale, and motion to highlight your product more effectively. We can zoom in on details, adjust proportions relative to the surroundings, or make the product an integral part of the space created on screen.
Has the potential to go beyond the screen
A well-designed 3D DOOH ad can extend far beyond its original location. Its unique spatial effect encourages viewers to record and share it, giving your campaign a second life on social media.
Strengthens a modern brand image
The 3D DOOH format positions your brand as bold, modern, and savvy in its use of new communication channels. It works best when the spatial effect is consistent with your brand identity and campaign concept.
From screen geometry to spatial illusion.
We start with the specific display, its proportions, construction, and viewing angle. Based on this, we design the concept, perspective, and animation to ensure the 3D effect works perfectly from the intended vantage point.
We analyze the screen, its dimensions, aspect ratio, curves, and the vantage point from which the audience will most likely view the advertisement. This is the foundation for designing the correct perspective.
We develop concepts that leverage the specific capabilities of each medium. We determine what should be placed in front of the screen, what should appear within it, and how spatial effects can enhance the product or campaign message.
We build the scene, models, materials, lighting, and animation. The camera and geometry are set to a specific viewpoint to achieve the desired naked-eye 3D effect.
We render the final animation according to the specific screen parameters and technical requirements of the medium. We prepare the appropriate resolutions, formats, and final files ready for broadcast.
When should you use 3D DOOH advertising?
3D DOOH advertising is most effective when the product itself, its form, or the brand's character allows for a powerful spatial effect. It works exceptionally well for product launches, brand awareness campaigns, technology, automotive, entertainment, or for brands that want to use a specific location as part of their creative concept.
However, not every campaign requires an anamorphic effect. If your priority is a long message or a large amount of information, classic DOOH might be a better solution. 3D should be driven by the concept, not added just because the screen makes it possible.
The product as part of the space
One of the greatest opportunities offered by 3D DOOH is the ability to showcase a product at a scale and in a context impossible to achieve with traditional advertising. Packaging can open up within the screen, a car can seemingly drive off the surface, and a campaign character can interact with the structure of the display itself. This works particularly well when the appearance, detail, or functionality of the product is a key part of the message.
Every screen offers different possibilities
Warsaw STAGE and other screens adapted for anamorphic creative differ in their proportions, construction, and optimal viewing angles. For this reason, the same effect should not be directly transferred from one display to another. We design the concept and 3D scene specifically for each location. This ensures that the screen's geometry is not a limitation, but an integral part of the creative.
3D DOOH or FOOH advertising?
In both cases, we see things that seemingly defy the laws of reality, but the way they work is completely different. In 3D DOOH advertising, the effect is actually displayed on a physical screen and designed for its specific perspective. FOOH, on the other hand, creates the illusion of an unconventional advertisement in content primarily intended for online publication.
Learn more about FOOH advertising →
FAQ
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