Dark Arts – Etihad 3D Billboard

When Dark Arts approached us with an exciting challenge, we knew it would push the boundaries of digital display. Tasked with designing and animating a 3D billboard for Etihad Airlines in a mall atrium, we set out to create a stunning visual experience across three screens.

The main idea was a block rotating in 3D space. We were given a TV ad and layout. We used projection mapping to integrate it seamlessly into the animation, but this wasn’t just about making something move – it was about creating an illusion that played with depth and perspective to grab people’s attention.

Starting with the TV ad provided, our first step was to adapt and animate it, ensuring it worked harmoniously within the 3D space. This meant building the display with 3 screens accurately and in real-world scale. We estimated the viewing angles in the space around display and the average height of a person. By doing this, we found the best and most flexible way to display the animation that gave us a bit of leeway so that adults and children could see it. Even if people were not in the angle, all important information was legible. We then designed the underlying mechanism that would drive the illusion, aligning every element to maintain a sense of realism and continuity.

Once the animated design was applied to our 3D framework, we rendered the final product with high-resolution upscaling and meticulous preparation for display. The result? A smooth, high-impact visual that brought Etihad’s branding to life in an innovative and immersive way.