Amplify has created an anamorphic billboard for Amazon to promote Prime Video’s forthcoming fantasy series The Wheel of Time.
The show’s lead actor, Rosamund Pike, is at the center of the live-action 3D illusion that debuted Monday November 15 in Piccadilly Circus.
Further drops are planned in key markets including New York’s Times Square and Tokyo’s Cross Shinjuku Vision. Each site has a bespoke illusion to fit the space around it.
Amplify, which counts Sony, Google and Airbnb as its clients, has used a combination of green screen, CGI and VFX, collaborating with the show’s VFX teams at Amazon Studios and MPC.
The illusion features Pike’s character Moraine, leader of the all-female organization Aes Sedai, in a battle with the evil commander of the dark army, with both characters breaking out of 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 experiencing a boom.
Alex Wilson, the executive creative director at Amplify, said the aim was to build on the show’s fantasy world, “place the audience in the heart” and then have it “break out into our reality”.
The series drops on Prime Video on November 19 and the wider marketing campaign includes TV, VOD, OOH and social targeting.