3D Content is Coming on Strong

Forced perspective, as 3D content is known in the billboard content creation business, is definitely a growing trend, especially in places like Times Square and Piccadilly Circus.

But what goes into creating this eye-catching content – and is it right for your application? There are many factors to consider…

It’s still expensive to create

Forced perspective provides plenty of “wow” moments, with everything from fantasy characters and swimming whales to bouncing balls and abstract art.

Now advertisers have picked up on it. While forced perspective can bring a lot of attention to their ads, it takes a lot of thought, effort and money to create those 3D spots.

So far, only large advertisers such as PlayStation, Amazon and Nike have taken full advantage of 3D content – and those ads have gone viral.  While the expense for those spots make them out of reach for some, the attention they attract may make it worthwhile for others.

“It’s obviously a really cool effect, but it’s an intense lift to create it and set it up,” says Jason Rogers, Daktronics Creative Services Digital Artist.

You can have objects reach out past those borders, so it looks like they are coming out of the display and floating at you. That’s what makes the effect so strong.

Pay attention to the “sweet spot”

The 3D effect on a digital billboard depends greatly on where the viewer is. Within that “sweet spot,” the content appears just as it’s meant to, with perspectives in tact. But the farther away the viewer moves away from that area, the more distorted the content can look. That doesn’t mean it’s not still effective – it’s just not perfect.

“As the viewer walks by, the content is going to appear stretched,” explains Rogers. “It’s just the nature of the way it’s created and put up on these displays. There can only be so many people within that sweet spot at a time who can view that ‘wow’ moment.”

Advertisers must think differently

Brands that want to use 3D advertising often need to step out of their comfort zones and their usual corporate branding to get the full effect. In fact, just showing people or normal text can prove challenging.

“We all see people every day, so when you get off that sweet spot, you really notice the distortion of a face or body,” explains Rogers. “We did some content for a customer who wanted to highlight their employees walking out at the camera. We advised against it, but they wanted to try it. They looked stretched and squatty, so in the end they agreed to nix that idea and do something else.”

Abstract images work better when it comes to forced perspective because stretching or distortion of those objects don’t bother the human eye the way more common images do.

Consider curves and corners

Forced perspective doesn’t require special digital technology, as long as the display shows a smooth, clear image and consistently good color reproduction.

The ideal placements for forced perspective content include displays that meet on exterior corners, curved displays, and suspended displays with a bottom or top LED plane.

It can also be effective on flat displays, especially in situations where traffic moves directly toward it, like in entryways or at the end of a T intersection.

Find inspiration

There are many amazing examples of 3D content out there. To see some Daktronics installations that use forced perspective, visit our Piccadilly Lights and Climate Pledge Arena pages.