# Orchard

**Client:** Orchard
**Year:** 2024
**Type:** 3D Anamorphic Billboard Launch Campaign
**Role:** 3D Artist · Director, end to end
**Stack:** Blender, Cinema 4D, After Effects

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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.

[Orchard tower launch anamorphic billboard film](https://ibrahim3d.com/media/orchard/Orchard_Roxy.mp4)

## 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.

[Orchard billboard render for the wide screen](https://ibrahim3d.com/media/orchard/Orchard_GIGA.mp4)

## 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.

## Related projects

- [Cadbury](https://ibrahim3d.com/work/cadbury.md)
- [Aldo](https://ibrahim3d.com/work/aldo.md)

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