Marketers constantly seek innovative ways to capture consumers' attention in the ever-evolving advertising world. One recent method that has gained traction is using anamorphic or forced perspective billboards in out-of-home (OOH) advertising campaigns. These billboards create optical illusions that make two-dimensional images appear three-dimensional, providing a unique and engaging visual experience. Groove Jones has created award-winning 3d (anamorphic and forced perspective) billboards and can be your turnkey production partner.
Anamorphic billboards utilize mathematical algorithms to distort an image so that it appears in its correct proportions when viewed from a specific angle. On the other hand, forced perspective manipulates our perception by altering the scale of objects within the image, creating an illusion of depth and dimension.
These techniques have been used in art and cinema for centuries but have found a new home in advertising, particularly in billboards and other large-scale OOH displays.
Billow is an anamorphic billboard we created for the Charles Schwab Investment Theme campaign. the robot appears to be breaking out of the billboard and learning out towards the street intersection.
Spirit Halloween Times Square Billboard
The Groove Jones team was asked to create this eye-catching OOH experience that features Jack the Reaper as he smashes through this oversized digital billboard in New York’s Times Square and reaches out to grab onlookers below. The animation begins with the Spirit Halloween logo and URL callout. Then, all of a sudden, a powerful force begins to punch the billboard as if it wants to break out.
The OOH display created quite a buzz when people started posting videos to TikTok and Instagram. Check out the full case study here – https://groovejones.com/time-square-ooh-animated-3d-billboard-for-spirit-halloween/
The Groove Jones team works with our clients on 3D or anamorphic billboards by creating CGI animations, which are then delivered to the media partners for placement.
We design the billboard animation for the actual billboard location and the optimal viewing point. Part of our production process is to create the actual location of the billboard in 3d and then view the various stages of the production in VR.
Vertical Fortmat — AT&T 3D Billboard
Another example of how different aspect ratios of billboards work is the Groove Jones' OOH experience for AT&T, which featured employees in a vertical format. We could leverage the person's height within this format and create an experience so the featured team member breaks the planes of the frame. AT&T Billboard
Why Do They Work in Marketing?
- Visual Engagement: The unique visual appeal of anamorphic and forced perspective billboards grabs the attention of passersby. The illusion of depth and dimension intrigues viewers to stop and engage with the advertisement.
- Memorable Experience: These billboards create a memorable visual experience that stays with the viewer long after they've passed the advertisement. This increased recall can translate into better brand recognition and loyalty.
- Interactive Potential: Some anamorphic billboards are designed to encourage viewer interaction. For example, a billboard might be created so viewers can take photos with it, making them part of the illusion. This interactivity can create a buzz on social media, further amplifying the campaign's reach.
- Stand Out from the Crowd: In a world saturated with advertising, 3d style billboards stand out. They offer something different and exciting, setting the brand apart from competitors.
- Cost-Effective: While designing and creating these billboards might require specialized skills, they don't necessarily require expensive technology or materials. This can make them a cost-effective option for brands looking to make a big impact without a huge investment.
Anamorphic and forced perspective billboards represent a creative and effective way to engage consumers in the crowded advertising landscape. By offering a unique visual experience that is both engaging and memorable, these billboards can enhance brand recognition and loyalty.
As technology continues to advance and as marketers become more adept at leveraging these techniques, we can expect to see even more innovative and captivating uses of anamorphic and forced perspective in OOH advertising campaigns.
In a world where standing out is key to marketing success, these billboards offer a fresh and exciting way to capture the imagination of consumers, making them an essential tool in the modern advertiser's toolkit.