Orchard
3D Anamorphic Billboard Launch Campaign
Orchard is a newly launched tower by a real estate developer. We created a 3D anamorphic billboard campaign to mark the launch, focusing on clarity, scale, and a cinematic reveal.
- Client
- Orchard
- My role
- 3D Artist · Director, end to end
- Tools
- Blender · Cinema 4D · After Effects
- Year
- 2024
Brief
Objective. Generate awareness for Orchard's launch using a large-scale 3D anamorphic billboard in a high-traffic location.
Challenge. Deliver a clear 3D illusion at billboard scale while maintaining brand coherence and readability for moving audiences.
Concept and art direction
Defined a visual narrative centered on vertical growth and premium lifestyle.
Developed moodboards that align architectural cues with modern motion design.
3D production
Modeled hero elements and crafted perspective-aware animations tailored to the physical screen geometry to maximize the anamorphic effect.
Compositing and final output
Balanced lighting, reflections, and motion timing to achieve a crisp reveal and a branded end frame optimized for outdoor playback.
Reflections
What worked. Clear focal hierarchy, calibrated motion arcs, and perspective-aware animation for the anamorphic illusion.
What was tricky. Maintaining depth readability across different viewing angles and optimizing output for varied screen refresh behaviors.