Give them a big hand! Characters ‘lunge out’ of Piccadilly Circus billboard in spooky 3D advert for Amazon Prime fantasy show The Wheel of Time
Visitors to Piccadilly Circus have been shocked by a giant anamorphic Rosamund Pike jumping out from an advertising screen to promote her new fantasy drama, The Wheel of Time.
The show, which is described as the new Game of Thrones, is being streamed by Amazon Prime.
Similar advertising campaigns featuring the 3D screens are taking place in Paris, New York, Madrid and Tokyo.
Pike, 42, who plays Moiraine Damodred, head of the all-female Aes Sedai gang in the drama, filmed special scenes for each billboard location to maximise the three-dimensional effect for people on the ground.
The illusion makes her character appear to reach out from the video screen across the open space.
Moments later a monster and some snakes climb from the screen.
Rosamund Pike appears to reach out from a billboard in London’s Picadilly Circus to promote her new Amazon Prime Video show The Wheel of Time
Pike, 42, who plays Moiraine Damodred, head of the all-female Aes Sedai gang in the drama, filmed special scenes for each billboard location to maximise the three-dimensional effect for people on the ground
The 3D video appeared in locations such as London, Paris, New York, Madrid and Tokyo
The scenes were shot to maximise the 3D effect for each individual location
The clip is designed to demonstrate the special powers Pike has within the show.
The campaign is being run by advertising agency Amplify.
Alex Wilson, the agency’s creative director said: ‘We filmed Rosamund Pike on set in Prague in collaboration with Amazon Studios, capturing multiple bespoke takes.
‘Working with Pike and her movement co-ordinator, we developed choreography that would allow her character to feel like she was genuinely reaching out of the screen towards the audience, no matter what city they were in.’
He added: ‘For the first time, we captured a live-action shoot with star Rosamund Pike, combining it with show quality VFX and bespoke 3D animation. In doing so, we have again broken the format of OOH 3D anamorphic illusions and brought The Wheel of Time to life for audiences like no show before.’
The TV show is being streamed on Amazon Prime Video for subscribers of the service
Greg Coleman, Amazon Prime Video’s global head of franchise marketing told Adweek: ‘Our characters are so moving and relatable that we wanted to physically bring them into our world,
‘We didn’t feel traditional marketing options could offer enough of a sensory experience, so we looked to more tactile options such as: interactive experiences, 360 trailers and anamorphic billboards—all of which transport our audience into the world of the show.’
As each of the billboard locations was different, the scenes were shot to maximise the effect.