Anamorphic screens turn a flat LED wall into an illusion of real depth — but only if every frame is planned around one exact camera position. Here’s how our 3D and VFX team took ADNOC’s campaign from brief to final render.
What Is an Anamorphic Campaign, and Why Does It Work
An anamorphic screen campaign uses forced perspective to make flat digital content appear as if it’s physically breaking out of the screen — a car rolling off the display, a product hovering above the crowd. The illusion only holds up from one specific viewing angle, which is exactly what makes it so effective for a flagship placement in a high-footfall location.
For ADNOC, that meant designing a sequence built entirely around a single “sweet spot” outside the screen, timed to catch pedestrians at the exact distance and height where the depth illusion reads correctly.
Planning the Shot Before a Single Frame Was Rendered
Before any 3D work began, our team went on-site to measure the physical screen: its curvature, pixel pitch, mounting height, and the surrounding architecture that would frame the illusion. That data became the foundation of a 1:1 digital model of the real-world viewing environment, so every camera move in the CG build matched what a person standing at the sweet spot would actually see.
If the perspective is off by even a few degrees, the whole illusion collapses — so the plan has to be exact before a single frame is rendered.