Action developed in partnership with Artplan, JCDecaux and Bisys, promotes the launch of the film “Transformers: The Beginning”
Paramount Pictures, in partnership with Artplan, JCDecaux and Bisys, created an out-of-home media activation to promote the release of the film “Transformers: The Beginning”, which will hit Brazilian cinemas next Thursday (26). Inspired by the protagonist of the film’s universe, the robot Optimus Prime, the action features an OOH clock on Avenida Paulista, near the Trianon Masp subway station, in São Paulo, and will be on display until September 30.
The interactive furniture aims to engage the audience with head movements and visual effects with LEDs illuminating the robot’s eyes at night. In addition, the watch’s screen displays an animation that represents a door — functioning as an extension of the robot’s body — that opens to reveal information about the film.
“Bringing Optimus Prime to life in such an innovative and dynamic format reinforces the power of OOH media in creating unforgettable experiences for the public. We have transformed an iconic urban landmark, Avenida Paulista, into a dynamic and engaging visual experience, which reinforces the role of OOH as an essential platform to leverage our clients’ business, ensuring that their campaigns stand out and generate significant results,” says João Binda, Commercial Director at JCDecaux.
“We want to transform the way we promote movie releases. Using cutting-edge technology, we transform OOH media into immersive experiences for our audience,” highlights Felippe Mendonça, creative director at Artplan.
The production company Bizsys used an aluminum structure and sculpted the piece in Styrofoam and XPS. A mechatronic system installed in the character made it possible to synchronize the images on the screen with the movements of the alien robot. “The biggest challenge in this project was to develop a technological dynamic that made it possible to synchronize the character’s movements with the content transmitted on the screen to reveal the film’s release,” explains Rodrigo Cassino, CEO of Bizsys.
In “Transformers: The Beginning”, the public will follow the origin story of OptimusPrime and Megatron, the biggest rivals in the franchise, but who were once friends as close as brothers and who changed the destiny of Cybertron.
