Client
Project Type
About the project
To launch Domino's new Thick Crunch Pizza, we transformed a high-profile digital billboard in Kuala Lumpur into a larger-than-life 3D experience. The campaign leveraged anamorphic storytelling to make the pizza appear as if it was breaking free from the screen, showcasing its thick, crunchy crust in a way that traditional advertising simply cannot.
Key Visual
High-Detail Texture and Product Breakdown
A giant Domino's Thick Crunch Pizza bursts beyond the confines of the billboard, creating a striking 3D illusion that commands attention from every angle. Rendered with photorealistic detail, the pizza showcases its signature thick, golden crust and generous toppings, emphasizing the product's key selling point through scale and depth. The dynamic anamorphic composition transforms the billboard into an immersive visual experience, making the pizza appear as though it is emerging into the real world and inviting passersby to indulge in the ultimate crunch.
Details
Anamorphic Depth and Material Precision
Using 3D anamorphic techniques, the pizza was presented with exaggerated depth and scale, allowing audiences to appreciate its thick, golden crust from a distance. Dynamic motion and perspective-enhancing visuals created the illusion that the product was physically extending into the real world.
Process
Design and Animation Process
The Thick Crunch Pizza was recreated in 3D and designed specifically for anamorphic viewing. Through careful perspective mapping, animation, and lighting, the content was crafted to maximize depth and realism, making the pizza appear to break free from the billboard and into the real world.
Credits
Client : Domino's
Art Director : Hamim Rosidi
Project Lead : Izaac Liew
Technical Lead : Ilyas Sofian
3D & VFX Artist : Chew Chun Hung
