How 3D and Anamorphic Billboards Are Redefining Modern Out of Home Advertising
The New Era of 3D OOH
The rise of 3D and anamorphic billboards has reshaped how audiences experience Out of Home advertising. From the moment the first eye catching displays began appearing in high footfall locations such as Times Square, Piccadilly Circus and Shibuya Crossing, marketers realised that this format offered something traditional OOH could not match. It slowed people down. It drew phones out of pockets. It created the kind of public pause that brands rarely achieve in busy urban environments.
Brands increasingly turn to 3D OOH when they need cultural visibility at scale. The format works because it creates a moment that feels out of place in a city environment, something unexpected enough to stop a commuter mid stride. It is why 3D campaigns have generated hundreds of millions of organic views online, often reaching global audiences far beyond the immediate location of the screen.
The result is a hybrid form of advertising that blends outdoor, experiential and social amplification into a single creative moment.
How 3D and Anamorphic Billboards Work
3D or anamorphic OOH uses perspective, curvature of LED screens and precise creative alignment to produce the illusion of depth. When viewed from the optimal angle, the content appears to break the boundaries of the screen. The viewer sees objects that look as though they are emerging into real space. These effects rely on high resolution digital screens, powerful processing and creative built specifically for the geometry of that location.
The key for advertisers is understanding how the content interacts with the physical environment. The sightline is everything. A 3D format relies on a controlled perspective, which means the creative is produced to match the exact angle and viewing distance of passers-by. When executed well, the results feel astonishingly lifelike. When executed poorly, the illusion breaks. This is why specialist production teams and location specific design are essential for every campaign.
Case Study: Lenovo and Formula 1 Bring High Speed Motion Into the City
One of the most compelling examples of 3D OOH in recent years came from Lenovo’s partnership with Formula 1. To promote the brand’s role in powering the sport’s data and tech infrastructure, Lenovo activated a striking 3D billboard that placed a full sized F1 car within the screen. The creative was designed so the car appeared to burst from the display, with the rear wing, tyres and chassis extending forward in a way that tricked the eye into believing it was leaving the physical frame.
The effect captured extraordinary attention on the street and across social platforms. Viewers recorded the experience, shared the footage globally and positioned the execution as one of the standout examples of how anamorphic content can merge sport, speed and technology in a way that static OOH cannot match.
This single placement demonstrated the value of using 3D formats for partnerships where motion, innovation and engineering sit at the heart of the story.
Global 3D Moments That Shaped the Format
Several other campaigns have defined the modern benchmark for 3D OOH. Brands such as adidas, Balenciaga, Nike, BMW and Netflix have used anamorphic screens to showcase products, characters and launch moments with remarkable scale. One powerful example came from Netflix promoting its flagship sci fi series in New York, where a creature appeared to climb out of a tear in the screen and interact with the physical architecture around the site. The execution reached millions of viewers online and set a new precedent for entertainment launches.
BMW activated a 3D experience that showcased the new iX model turning through the frame and creating the illusion of rotating within a confined space. The graphical accuracy and lighting created the sense of a real vehicle suspended behind a glass wall. This campaign demonstrated how automotive brands can use 3D to highlight design and performance in a way that would never be possible through traditional photography alone.
These moments show the power of using movement, depth and surprise to create a brand experience that is both location specific and globally shareable.
What Advertisers Need to Know Before Launching a 3D Campaign
Brands planning to use 3D billboards should begin by understanding exactly what the format is designed to do. The goal is impact, not coverage. A 3D activation is about capturing attention at a premium site and then allowing that moment to travel online through organic sharing and influencer visibility.
The creative must be built specifically for the chosen screen. This means working with specialist designers who understand the science of anamorphic alignment. It also requires clarity on the intended audience moment. Some brands choose to create a slow unfolding animation that draws viewers in. Others choose a single high impact moment such as an object bursting forward or rotating into view.
Another important factor is timing. Major brand events, seasonal moments and product launches are often the best opportunities for 3D, as they justify the level of investment in production and placement.
When executed correctly, a 3D billboard becomes more than an advertisement. It becomes a piece of public entertainment and an anchor point for social conversation.
Why 3D Billboards Continue to Influence the Future of OOH
The momentum behind 3D and anamorphic advertising continues to grow because audiences respond to experiences that feel immersive. Brands want formats that deliver recall, and 3D billboards offer an almost theatrical encounter with a city environment. They encourage filming, sharing and rewatching, which multiplies the value of every impression delivered at street level.
As more brands explore the format, we expect to see deeper integration with storytelling, product launches and partnerships. The success of Lenovo’s collaboration with Formula 1 is a reminder of how effective 3D can be when the creative plays naturally into the brand’s world. The result is a form of advertising that feels alive, memorable and capable of turning a single screen into a global conversation.