A New Paradigm in DOOH: Immersive Anamorphic Content
Advertising is changing.
As culture developed, countless advertisements poured out, and while ordinary advertisements disappeared without being noticed, some advertisements used their gigantic size as their weapon. This large-scale digital out-of-home advertisement could somehow capture people's attention and deliver a strong message. Nww what do we need to differentiate large-scale DOOH from regular advertising?
The answer is the immersive anamorphic content.
Immersive Anamorphic
Anamorphic creates an interesting illusion in people's eyes by using optical illusions to create a three-dimensional effect. Advertisement combined with the optical illusions creates great synergy, and you can already find this advertising these days.
Photo from_Coca-Cola Korea Youtube
D'strict, the immersive content company, participated in the Toreta 2030 campaign with its anamorphic technology. This advertisement starts in a dry desert, arouses people's thirst, and then shows the soft and cool movement of water and cooling images of nature, highlighting Toreta's refreshing charm.
Photo from_HIGGS
This advertisement, created by HSAD, shows a polar bear that has lost its place due to melting ice.This project, created to raise awareness of the seriousness of the climate crisis in celebration of Environment Day, raised awareness about global warming through a lost 3D polar bear.
Photo from_CJ ENM Movie
This is a production video of the movie The Moon made by CJ ENM. It was the first Korean film to use a large-scale 3D anamorphic outdoor advertisement, and realistically portrayed the urgent situation of falling into danger on the moon and requesting rescue. The video of the space crew reaching out seems to be right in front of you. The video makes you unable to take your eyes off the space crew in a situation where you feel like you need help as quickly as possible.
2030 BUSAN EXPO_Iconic Movement
2030 BUSAN EXPO_Iconic Movement
2030 BUSAN EXPO_Iconic Movement
2030 BUSAN EXPO_Iconic Movement
Iconic Movement created an anamorphic media art, 부산에 유치해, using Busan's mascot, Boogi, to promote the 2030 World Expo in Busan.
It was a collaboration with the Korea Tourism Organization, Lotte Department Store and the Expo promotion team. The use of colorful objects such as airplanes and travel bags, symbolize the recommendation of a trip to Busan. Boogi flying in the air stimulated people's curiosity and captured their attention. Soon, a bright yellow EXPO balloon appears and brightly smiling Boogi holds up a sign that says, "Hosting in Busan"
Maximize the effect.
It is very important to utilize the locational structure to maximize the anamorphic content.
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
Busan Station Eurasia Platform, a landmark in Busan, features an H-shaped structure.
There are separate large panels on the left, center, and right, but these need to be connected into one piece of art.
The project,We Wish, successfully carried the content through these special H-shaped panels.
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
With the concept of harmony between people and nature, technology and the city, the jellyfish on the left panel passes through the center panel and become light-filled trees on the right panel. The jellyfish is a bioluminescent organism that represents Busan's geographical characteristics and represents the hope for the Expo, and the light-filled tree represents Busan's technological prowess, growth, and development potential. The corresponding jellyfish and tree boasted a story and splendid visuals that could not be seen anywhere else, providing a special experience to domestic and foreign visitors to Busan Station.
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
2030 BUSAN EXPO ‘We Wish’_Iconic Movement
Iconic Movement did not stop there, but used AR technology and developed an interactive content with a QR code at the end of the video. Rather than simply appreciating the experience, the audience can experience it through augmented reality. They could scan the QR code, write a message of support, or share their opinions with others through social media. The project showed successful results, attracting 4.5 million viewers and collecting more than 2,000 messages of support during the broadcast period.
There are only a few companies in Korea that can provide media art for such large-sized DOOH due to difficult requirements such as intensive technologies. Iconic Movement is one of the few companies that can provide immersive anamorphic content.
Lastly,
There is no limit to immersive anamorphic content.
It’s only the beginning of the era.
It is one of the most beautiful ways of advertising by creating an optical illusion.
Iconic Movement will be a front runner of media art and break the stereotype of commercials.