EA SPORTS
TIMES SQUARE 3D BILLBOARD
For the global launch of FC24, Superbien, EA Sports and Wieden+Kennedy take over Times Square, Piccadilly Circus, and Singapore with anamorphic 3D billboards.
(About the project)
EA Sports selects three iconic locations: New York, London, and Singapore, to showcase FC24 in the urban landscape. This strategy targets an international audience, turning the game’s release into a cultural moment beyond a standard launch.
Superbien designs a monumental 3D anamorphosis. The installation leverages the depth of DOOH screens to immerse passersby in the world of FC24.
(Creative response)
The content is crafted to transform the screen constraints into an immersive visual experience. The 3D anamorphosis creates the illusion of players and game elements bursting out of the façades, generating a striking interaction between urban reality and the virtual football universe.
The installation becomes a major attraction and gains wide digital traction. The anamorphic rendering boosts both spectacle and virality of the campaign.
(Result & Impact)
Reaching millions in New York, London, and Singapore, the campaign strengthens FC24’s global visibility. Viral videos of the anamorphic billboards amplify the impact, proving the effectiveness of 3D DOOH to engage a worldwide audience.
Credits
& Team
Meet the talented individuals who brought this vision to life, each contributing their expertise and passion to make it all happen.
- Client Wieden Kennedy
- Coproducer Martin Ulrich
- Creative Direction SUPERBIEN
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Venue
NYC Times Square
London Piccadilly Circus
Singapore