Artplan, in partnership with Paramount Pictures, JCDecaux and Bisys, brings an Out Of Home (OOH) media activation to promote the release of the film “Transformers: The Beginning”, which hits Brazilian cinemas this Thursday (26). Inspired by the robot Optimus Prime, protagonist of the Transformers universe, the action features an OOH clock, located in the heart of Avenida Paulista, in São Paulo and will be on display until September 30, near the Trianon Masp subway station, at number 1,800.
The interactive furniture will engage the public throughout the day, with head movements and visual effects, such as LEDs illuminating the robot’s eyes at night, creating a dynamic experience. In addition, the clock’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. With this combination of visual and interactive elements, the expectation is to transform the clock into a point of attraction and engagement on the busy Avenida Paulista.
“Transformers is a franchise that brings technology to its core. Through this action, we sought not only to position the reference character of this universe in one of the busiest spots in São Paulo, but also to reflect the playful side so present in this universe of Autobots and Decepticons,” says Luciana Falcão, Marketing Director of Paramount Pictures Brazil.
“Bringing Optimus Prime to life in such an innovative and dynamic format reinforces the power of OOH media to create unforgettable experiences for the public. We have transformed an iconic urban landmark, Paulista Avenue, 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”, comments 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,” says Felippe Mendonça, Creative Director at Artplan.
To bring the Transformers to life on Paulista Avenue, 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 release of the film,” comments Rodrigo Cassino, CEO of Bizsys.
In “Transformers: The Beginning” the audience follows the origin story of Optimus Prime and Megatron, the biggest rivals in the franchise, but who were once friends as close as brothers and who changed the fate of Cybertron forever. In Brazil, the production gained the voices of Romulo Estrela, Klebber Toledo and Camila Queiroz in the roles of D-16/Megatron, Sentinel Prime and Elita.
