Author: Guy Campos, Digital Signage, UK&I July 15, 2021 0

As quasi-3D content moved from Asia to Europe, a giant watch that seemed to rotate in front of the Piccadilly light show screen attracted people's attention.

With the emergence of quasi-3D advertising on the landmark Piccadilly Lighthouse screen in central London, the eye-catching illusion of forced perspective content on giant LED screens has now spread from Asia to Europe.

Since last year, there has been a huge wave of Samsung's flagship 8K LED digital signage in Seoul, South Korea. In Chengdu, China, a huge spacecraft broke out of the LED screen of Lianchuang. Just last week, outside the exit of a major train station in Tokyo, Japan, a huge cat seemed to have made a home on the LED.

Now, IWC Schaffhausen, a Swiss watch manufacturer under the Richemont Group, has launched the creative treatment of the Piccadilly Light, which has attracted widespread attention on social media. The DOOH advertisement showed a Big Pilot watch with a retail price of £10,900, which appears to be off the screen, rotating horizontally and vertically in the space in front of the Piccadilly Lighthouse.

The iconic Piccadilly Lights screen with a 4K resolution of 1.4 times was built by Daktronics LED of 783.5 square meters and operated by Ocean Outdoor on behalf of the owner Landsec. The illusion of forced perspective is a feature of creative content, not the LED displays themselves, because they are best viewed from a specific vantage point, in this case, this is a public space paved with the statue of Eros in Piccadilly Circus, London.

Landsec Commercial Media Development Manager Mark Hodgson commented on LinkedIn: "IWC's creative work is great. The third advertiser to use forced perspective on lighting in two months."

Keith Nilsen of dynamic DOOH content production company voodooh posted a video of the Piccadilly Lights advertisement provided by Ocean Outdoor to LinkedIn and commented: “It’s great to see a great transformation #digital #ooh #dooh #creative #campaign finally reached our coast . Not the first example of forced perspective #marketing on #outdooradvertising we saw in the UK, but IMHO, it’s definitely the best so far! Excellent work by Richemont, IWC Schaffhausen and Ocean Outdoor."

The video of the project has also been posted to LinkedIn, and creative processing was carried out in collaboration with IWC Schaffhausen senior brand designer Francesco Marzoli, 3D artist Riggenbach Diego and 3D designer Jörg Dietrich.

As early as 2016, Daktronics has demonstrated mandatory see-through LED content in ISE, and it is available through the creative service department of the LED manufacturer. At the same time, Samsung has established a global partnership with the d'strct creative studio behind Julang Deformation Vision, which has attracted further attention, with forced perspective "3D" content featuring giant toys and "naked-eye 3D" Absen The LED content project has also attracted attention in Guangzhou, China.

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