Embrace the Third Dimension

Attention spans of audiences in the digital era are shorter than ever. Leveraging digital out-of-home opportunities to present unique visual experiences is just one of the ways that Pattison Outdoor is innovating design alongside the technology.

Using 3D design to reach out, literally.

Pattison Outdoor is product to be at the forefront of out-of-home design. With the increased flexibility of digital displays, we've been using different techniques for unique creative execution. One such tool is the use of 3D design elements to create the illusion of still images extending beyond the bounds of the billboard.

This means going beyond the use of 3D images in ads. We aim to represent objects and environments in a way that simulates the depth and spatial relationship found in the physical world.

Types of 3D ads

3D ads can be created in several ways. Here are a few examples you may encounter.

Anamorphic 3D

An image that has been stretched and distorted to suit a specific viewing angle. These ads require the use of a corner or curved display to work, like the one in the Toronto PATH or outside the Edmonton ICE District.

Forced Perspective

Angular flat screen ads are composed on a flat digital display, using a digital ‘stage’ or ‘room’ and stretched in a way to best match the intended viewing angle. They employ an inner border on the screen so that the 3D objects can extrude past it to create the effect.

Straight on Perspective

3D ads placed on flat digital displays using a digital ‘stage’ or ‘room’ combined with other techniques like lighting, animation and overlapping objects to convey a sense of depth.

Static 3D Digital

Depending on location, these ads may employ some of the techniques from the Angular ads to make the illusion more effective, such as making it an easier read for drivers on a certain side of the road.

There are a number of challenges with ads like these to life. Our team is specialized in out-of-home and can execute design or contribute ideas.

“A true 3D ad is about representing objects and environments that simulate the depth and spatial relationship found in the physical world”

When Ford wanted to introduce their new 2024 Ford F-150, they wanted something big and dramatic to showcase the new truck’s horsepower. Using 3D was a natural fit to show off the towing capabilities in a simple but effective manner. Working with partners at Kinetic Worldwide and Wieden & Kennedy Advertising, Pattison's in-house 3D artists developed three different categories of visuals: Anamorphic, Angled and Straight-on 3D. All featuring the same scene of the truck pulling a huge stone block and showing off the tagline “Tough this smart can only be called F-150”.

“The PATTISON Outdoor team will help you pinpoint the best locations for your campaign for maximum visibility and peak performance.”

Ford’s campaign perfectly encapsulates the the possibilities of digital screens and reach. Shown across Western provinces, from Alberta to BC, this campaign was seen on Large Format Digital, such as the ICE District Terminus Screen in Edmonton. It also appeared on Street Level Digital outside the ICE District as well as on Digital Horizontal Posters in the two most western provinces. In locations where full-motion video wasn’t allowed to play, a Static 3D version stood in its place.

As ad technology continues to change, so will the opportunities for new creative techniques and approaches. Are you ready to leverage 3D creative for your next campaign?

June 18, 2024