01
Anamorphic launches
A product reveal built for one iconic screen, timed with the launch and filmed for social on the day.
3D DOOH
3D DOOH that steps
out of the screen.
Naked-eye 3D is an illusion built for one viewpoint: a corner LED screen, the geometry of the pavement in front of it and a CGI object that breaks the frame when seen from there. Done right, people stop, film it and post it, which is where the real reach comes from.
Carolina Herrera at Cines Callao, Madrid: a naked-eye 3D launch for a new fragrance.
We build the anamorphic content to the screen's exact spec, deliver the on-screen version and the phone-friendly film of it, and plan the social moment around the buy.
CGI, 3D and AI films are produced with WHY.CGI, the CGI studio founded by our partner Sebastian Bondo. You brief one team in Copenhagen and get the studio, the campaign and the distribution together.
3D DOOH, in four shapes.
Built per screen, delivered with the social film.
02
Multi-screen campaigns
The same idea adapted to the geometry of each screen in a network, in every city the campaign runs.
03
The film of the screen
The clip people actually see is the phone video of the billboard. We shoot it, or render it in CGI before the buy goes live.
04
CGI fallback
No screen budget? A mixed-reality version of the same idea delivers the moment online without the media spend.
3D DOOH we have made.
Selected naked-eye 3D work by WHY.CGI. Tap any film to see the case.
Films marked No AI were made without generative AI; AI marks the ones made with it. Work by WHY.CGI, the CGI studio founded by our partner Sebastian Bondo, opens on whycgi.media.
No screen?
Take the street anyway.
A mixed-reality film gives you the same stop-and-stare moment on social for a fraction of the media cost, and it can run before the billboard does.
See mixed reality and FOOH ↗From screen spec to street.
Four stages, starting with the screen itself.
01Screen & viewpoint
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We get the exact screen spec, the sweet-spot viewpoint and the media schedule before designing anything.
Specs · Viewpoint · Schedule
02Idea & previz
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The object, the break-out moment and the loop, blocked in 3D against a model of the real screen and street.
Concept · Previz · Approval
03Build & render
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The anamorphic CGI rendered to the screen's pixel map, tested against the viewpoint, with sound if the screen supports it.
CGI · Anamorphic render · QC
04Deliver & capture
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Masters to the media owner, the phone-friendly film of the screen for social, and the paid push behind it.
Delivery · Capture · Social
A few good
questions.
What is naked-eye 3D or 3D DOOH?+
An anamorphic animation on a large LED screen, usually a corner or curved one, designed so that from the main viewing spot the object appears to leave the screen. No glasses, no app.
Does it work on any billboard?+
Best on corner and curved screens with a clear main viewpoint. Flat screens can still carry depth effects, but the break-out illusion needs the corner.
Do you book the screen?+
We can advise and connect you with media owners, or build to the spec of a screen you have already booked.
How long does 3D DOOH content take?+
Three to six weeks depending on the screen, the simulation involved and the media owner's approval process.
Can we see it before it goes live?+
Yes. You approve a previz against a 3D model of the screen and street, then the final render before delivery.
Pick a screen.
We'll break out of it.
A launch, a city, a corner LED.
Let's make people film it.