Digitain ICE
Anamorphic Large-Format DOOH · London Excel
Client:
Digitain.
My Role:
Concept development and motion design - responsible for the full creative and execution from brief to delivery.
Timeline:
One month, from concept to delivery.
Deliverables:
Anamorphic outdoor screen and large-format interior OOH screen at ExCeL London.
The Brief:
Digitain needed a large-format anamorphic animation to advertise their betting platform at ICE Expo 2023, played on a 20-foot outdoor screen at the main entrance of London Excel. The brief came through a chain of partners, Digitain, The Canopy and Mighty Fine Productions, with a rough creative direction but significant freedom to develop the concept independently.
My Role:
The Canopy provided a rough storyboard as a starting point but left the visual development entirely to me. I owned the look, feel and execution, translating their outline into a fully realised anamorphic animation, designing and animating the complete piece myself without a team.
The Work:
A large-format anamorphic animation using forced perspective techniques to create a convincing 3D illusion on a 2D screen. Every element was built with the screen geometry and viewing angle in mind from the outset, the only way anamorphic works.
The Outcome:
Played at one of the highest footfall positions at ICE 2023, one of the world's largest gaming and betting expos, reaching tens of thousands of attendees across the event.