Amplify created an anamorphic billboard for Amazon to promote Prime Video’s upcoming fantasy series, The Wheel of Time.
The series’ lead actor, Rosamund Pike, is at the center of the live-action 3D illusion that debuted on Monday, November 15 at Piccadilly Circus.
Further declines are expected in key markets including Times Square in New York and Cross Shinjuku Vision in Tokyo. Each site has an illusion tailored to fit the space around it.
Amplify, which counts Sony, Google and Airbnb among its customers, used a combination of green screen, CGI and VFX, working with the show’s VFX teams at Amazon Studios and MPC.
The illusion features Pike’s character Moraine, head of the all-female organization Aes Sedai, in a battle with the evil Commander of the Black Army, with both characters exiting the screen.
According to the streaming company, the campaign is the first time an anamorphic billboard has been used to promote an entertainment series.
The Drum has previously reported a growing trend towards anamorphic ads with experimental OOH booming.
Alex Wilson, the Executive Creative Director of Amplify, said the goal was to build on the fantasy world of the show, “put the audience in the heart” and make it “explode into our reality.”
The series drops on Prime Video on November 19, and the broader marketing campaign includes TV, VOD, out-of-home advertising, and social targeting.
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