The project truly combines art and science and sees super-scale poster sites on the two guard towers that flank the historic Arco Della Pace (Arch Of Peace) become canvases for 3D mapped projections that pay homage to this historic landmark through the lens of Samsung's 'Next Is Now' brand proposition.

The Arch of Peace itself was used as the inspiration for the creative execution. With very little lead-time to produce the creative, we used advanced photogrammetry techniques to build a full 3D photo real model of the arch enabling us to provide the audience with unique perspectives of this national monument through a contemporary lens. The resulting animation reflected the beauty in the sculptural detail of the arch; something the public at ground level never get to see up close.

The idea uses a new technique coined ‘Billboard Mapping’, turning a standard print billboard by day into 3D moving imagery by night using 3D mapped projections of animated sequences, overlaid on the print image. The innovative use of this technique allowed the client to have an adaptable space that was a ‘supersite’ billboard during daylight hours that became a stunning experiential display after dark.

In parallel we used photogrammetry to build a full 3D replica of the model in four days and developed new ways to grade the final animations whilst viewed through the projectors to ensure fully optimized and site accurate final creative.

Post campaign - the local Samsung and agency teams carried out qualitative research from groups exposed to the creative that revealed a huge uplift in positive sentiment.

By combining new technology with creative that paid homage to this historic landmark and complimented the Expo, the research showed an overwhelming uplift in brand affinity during the experience.

The project was a huge success internally at Samsung and became a flagship for ensuring where possible that their OOH communications would be sensitive to their audience and surrounding environment. The billboard mapped projection technique is slated for roll out in sites across the globe in support of the upcoming new product launch.