Anamorphic Content in DOOH: Blurring the lines between reality and imagination
In a world full of distraction, capturing and retaining people’s attention has become an art form in itself. With technology advancing at such a crazy speed, so is our ability to push the boundaries of creativity and engage audiences in new and exciting ways. One trend that seems to have taken engagement in DOOH to a whole new level is anamorphic content, also known as Anamorphic illusions or Forced Perspective.
So, what is it?
For those unfamiliar with this type of art - it’s all about visual trickery. These mind-bending illusions, often referred to as "naked-eye 3D," are designed to deliberately deceive our senses and exceed our expectations, ultimately blurring the line between what is real, and what is our imagination. It’s clever and we as audiences are obsessed with it, and quite rightly so.
The science behind the art
At its core, anamorphic content works through distorted projection that reveals itself once you are at a specific vantage point. This means that these illusions only look real from one exact location. By mathematically warping imagery, artists and creators can craft these stunning eye-tricking campaigns - from sea life that appear as though they’re swimming towards you, to crashing waves that look like they’re about to burst out of a sky-rise building.
The key to great anamorphic content is the understanding of light and shadow as well as the distance from certain objects. Implementing any visual illusion into the DOOH space comes with it’s own challenges, where light is forever changing and people’s perspectives are forever moving. Understanding the geometry and configuration of the canvas is so important, as well as the environment it lives in - and that’s all before you’ve introduced any digital media. However once you’ve sussed those essential components, the real fun begins.
Brands that have jumped on the trend
Big global names like Lego, Louis Vuitton, Samsung, WhatsApp, and BMW have over the past couple of years embraced anamorphic content to push their advertising efforts. The Lego "Imagine" campaign serves as a prime example of the power of forced perspective. By using this technique, Lego constructed giant sculptures that appeared ordinary from the front but transformed into intricate Lego masterpieces when viewed from the right angle. This stroke of genius engaged viewers in an interactive and immersive way, reigniting their sense of wonder and bringing the brand's message to life - not to mention becoming a huge talking point across social media. These hugely Instagrammable masterpieces go viral, every time.
Where is this type of art being used?
Anamorphic content is by no means ‘new’, and it definitely isn't confined to digital advertising alone. Dating back to as far as the Renaissance, it can be seen in so many types of creatives, from street art and photography, to cinematography. So many artists have used anamorphic techniques to challenge viewer’s perception of the world, and evoke a sense of wonder and curiosity - something we’re all subconsciously looking for and instantly captivated by.
What are VISUALAB’S thoughts on Anamorphic content?
As a trend that’s taken over the DOOH space - we’re big fans. Anything that pushes not only the content within the screen but also pushes for that next spectacular installation is what us creatives crave.
The downside? It definitely has its limitations that’s for sure - as forced perspective content looks undeniably amazing from one angle, but then pretty awful from lots of other angles - which is something everyone using it would definitely need to consider. The sponsored brands investing in this type of content would need to weigh this up as part of their overall strategy, and consider that they’re probably going to capture the attention of a much bigger audience online and across social media from the people sharing it, than from its physical location.
Overcoming its limitations
We’ve been experimenting with different technologies, programmes and content types to create content with the same eye-tricking illusions, but without the constraints of a specific viewing position.
By carefully mapping the environment we’re discovering that anamorphic illusions can come to life in three dimensions, while allowing viewers to explore and interact with the content from various angles and perspectives as opposed to just one. This approach would transform anamorphic content from a limited viewing experience into a shared spectacle that captures the imagination of everyone that encounters it.
What’s next to come in DOOH content?
As an agency working in the digital signage content space for many years now and some of us remembering a time when a resolution of 1280x720 was exciting - we’ve seen just how fast tech advances, ultimately allowing digital content to continue pushing the boundaries. When we think of what’s to come in DOOH content trends in the real world and also what’s around the corner in the virtual world - it’s all very exciting.
Matt Cole, CEO and Founder at VISUALAB Media explains “It gets us excited to see these visual illusions taking so many forms in digital advertising. It's an incredible time where creativity knows no bounds. For sure, we can expect to see even more groundbreaking innovations in the realm of anamorphic content and visual illusions in digital, especially with such huge advancements in LED technology and a growing appetite for immersive experiences - it’s an exciting time to be a creative in the digital space for sure. Frameless content and how we interact with it, immersing it seamlessly into to the physical world while also grabbing the attention of as many people as possible - its all mind blowing, but this is what pushes the industry forward and what an exciting industry it is to be part of”.
——————
We love to push the boundaries to make brand’s stand out from the crowd. Ready to create something amazing with us? Get in touch at hello@visualab.co.uk.