Liquid I.V. Global Campaign Launch
Client
Services
Location
As Liquid I.V. geared up for the launch of their delicious new range of flavours for summer, they wanted to ensure extensive impact and PR coverage from their out-of-home (OOH) campaign to maximise awareness of the hydrating power of their brand in time for summer.
Outcome
Pioneering Change Through Anamorphic Media
We utilised Branded Cities’ anamorphic advertising network across US cities to ensure a high-impact summer campaign launch. Focusing on the four core pillars of Liquid I.V.’s ethos—function, flavour, culture, and mission—our creative approach seamlessly wove these elements together to effectively promote their new sugar-free Lemon and Lime flavours.
Outcome
High-end 3D Motion FX
Our agile motion team, equipped with advanced high end tools like Houdini for captivating water effects, Cinema 4D, and Redshift, crafted a dynamic 15-second video. The content showcases Liquid I.V.'s hydration-enhancing abilities and introduces the five new, irresistible flavours for an unforgettable summer.
Tayce Taylor, Sr. Brand Manager, LIQUID I.V.
"As our first ever 3D billboard buy for the brand, it has garnered 40+ million impressions in 6 weeks at high traffic cities: Las Vegas, Philadelphia, and Denver. What’s even better is during its run, the nation also experienced record high temperatures while receiving an epic reminder to hydrate.
Thank you for your partnership in creating this. Congrats to the team!"
Content Development
The development of anamorphic content requires a number of steps to execute.
Content Development
Conceptualisation & Storyboarding
We began by creating storyboards that outline the general narrative, which are then updated to 3D to convey the anamorphic aspects of the creative once approved. This approach provides a more realistic preview before the 3D production begins.
Content Development
Specialised Motion FX
Creating 3D anamorphic content demands specialised, in-depth knowledge. The process involves multiple workflows, including simulations in Houdini for creative water effects and alembics, the development of various 3D elements, and the final stitching of all components using advanced rendering engines like Redshift. This meticulous process must be tailored for each format and screen size across the advertising network.
Content Delivery
We created a series of ‘rooms’ tailored to each location’s size and format, producing 26 anamorphic and 3D formats in multiple languages. This required a demanding delivery schedule across six cities in the USA, Canada, Italy, and the United Kingdom. The networks are strategically located in prime areas of each city, such as Piccadilly Circus and Times Square, to ensure maximum visibility and impact with their audience.
What is Anamorphic Content?
Anamorphic content, also known as “forced perspective” or “naked-eye 3D,” creates the illusion of a 3-dimensional image. As its use rapidly expands across Asia and the USA, it’s becoming essential in brand marketing portfolios due to its striking visual effects, creative versatility, and ability to maximise exposure. Unlike standard 2D billboards, producing anamorphic content demands specialised skills in motion and 3D design. This combination of technical and creative expertise makes it a new and exciting avenue for brands seeking high-impact visuals.
