With the branding power of social media continuing to grow and the unrelenting wave of messaging and imagery that’s hitting audiences every day, it’s no surprise that content creators and big brands are constantly looking for ways to stand out. Enter anamorphic content – a technique that plays with perspective to create a captivating and often mind blowing experience for audiences IRL and online. From New York’s Times Square to Piccadilly Circus in London, anamorphic visuals are popping up in all the relevant places.

Some of the team at Crucial FX help us to explore how anamorphic content works, what makes it so engaging and what the future holds for this exciting trend in visual storytelling.

Nike Japan’s Air Max Day 3D Billboard on LED Screen. Collaboration between Nike Tokyo’s in-house brand creative studio and creative collective CEKA.

Introduction to Anamorphic Advertising Content

Anamorphic advertising is a style of content that uses distorted perspectives to create an engaging and visually interesting experience for consumers where objects or characters appear to break free from the screen. This type of content can be used in a variety of ways, but more and more we’re seeing it within OOH digital experiences with top brands like Nike and Balenciaga leading the revolution.

While anamorphic content may seem like a novel concept, it is actually based on a centuries-old optical illusion called anamorphosis. Anamorphosis is the process of distorting an image so that it can only be seen clearly when viewed from a specific angle or vantage point. When done correctly, anamorphic content can create a stunning visual effect that engages viewers and draws them into the experience.

Lorna, Director at Crucial FX explains “Anamorphic content can pull a lot of attention, it’s got that ‘how did they do that’ moment, where people can’t figure out how the visual looks so 3D and like it’s bursting out of the screen.”

Whether it’s online or in person, anamorphic content is designed to grab your attention and hold it long enough to deliver its message. Whether it’s promoting a new product or simply trying to get people to stop and look, this type of advertising is all about creating an immersive visual experience.

Anamorphic Projection on Museum of Liverpool. Traditionally seen delivered on large scale outdoor LED screens, Crucial FX have been developing anamorphic content that utilises projection.

What Makes It Effective?

Anamorphic content is so engaging to consumers because it creates a sense of immersion that simply wasn’t previously possible with OOH ads or displays. It’s a way for brands and creators to develop content that is so much more dynamic and visually interesting.

Lorna from Crucial FX continues “AR is becoming more common place but often audiences are used to seeing this style of 3D visual through their phone or mobile. You don’t need that extra step with anamorphic content, if you’re viewing it from the correct angle the powerful 3D effect just works.”

By using forced perspective or by simply manipulating the proportions of objects in the frame, the content can play tricks on the mind, much like a futuristic optical illusion, to stop people in the street and most importantly prompt them to get their phone out and start filming. Something every brand is super keen for it’s audience to do.

It also creates an opportunity to tell stories in new and interesting ways, as Lorna explains “it does present an opportunity to play with form and have fun with people’s preconceptions of what’s real. In a recent project we added another window to a building using projection, everyone in the audience just assumed it was part of the architecture because of the powerful 3D effect we were able to create.”

It goes without saying that anamorphic content with it’s immersive effect can increase engagement levels in real life but it’s online where this engagement can really start to pay. Due to the locked off perspective video content is often the perfect way to view the experience making online viewers just as, if not more, impressed by the experience.

Anamorphic Projection on Museum of Liverpool produced by Crucial FX.

Challenges and Limitations

Anamorphic content has the potential to be extremely engaging for consumers, but there are also some challenges and limitations that need to be considered. The content itself can be difficult to produce, requiring specialist software, equipment and skills. Additionally, anamorphic content can be more expensive to produce than traditional content, so budget will need to be a factor.

Despite these challenges, anamorphic content can be a powerful tool for engaging audiences. When used correctly, it can create a unique and immersive experience that will leave viewers wanting more. With the right strategy, anamorphic content can be used to create a sense of intrigue, curiosity, and engage consumers on a deeper level.

See more detail on the anamorphic content using projection here