MADE THIS has teamed up with L’Oréal to unveil a 3D anamorphic billboard on Melbourne’s Swanston Street to launch the Kérastase Premiére collection.
Clemenger Group’s specialist production company has a five-year partnership delivering assets for 23 L’Oréal brands with the billboard that will see passersby experience an anamorphic illusion as the OOH campaign.
MADE THIS has led the project and harnessed the power of new technologies to create a campaign that reflects the L’Oréal brand’s dedication to product innovation.
The campaign features a 15-second anamorphic 3D animated video, with the Premiere Intensive Repairing Concentrate product shown in a meticulously crafted environment enhanced by 3D effects.
The company pushed creative boundaries to deliver on a tight timeline and bring L’Oreal‘s vision to life in an impactful way.
Carol Cheng, account director for L’Oréal, said: “The product appears to soar out of the massive LED screen into the urban landscape, creating a visually striking and immersive experience that reflects the premium nature of the Premiere collection.”
Vinne Schifferstein Vidal, managing director of MADE THIS, also said: “Our recent expansion into film and creative technology enables us to provide clients with immersive solutions. This campaign for Kérastase is a prime example of our strengthened partnership.”
The OOH campaign launches on 19 August and runs until 26 August, in Swanston Street, Melbourne.
Earlier this year, MADE THIS welcomed the appointment of Marie-Celine Merret “MC” to lead its creative technology capability. Her remit will include all things experiential, immersive storytelling, gaming, AR & VR, XR, AI and content automation.
Merret said: “I’m super excited to join MADE THIS to deliver on their mission and shape the next chapter in bringing more innovation driven solutions to our clients in both the work itself but also the production tactics.
See also: MADE THIS appoints Marie-Celine Merret as head of creative technology