In December last year, fledgling agency You’re The Goods released a euphoric commercial for mobile gaming company, Papaya, that recreated the thrilling feeling of swinging, set high above the streets of New York. The film, directed by MJZ’s Nicolai Fuglsig, launched Play On, Papaya’s new brand platform, a call-to-arms for adults to let play back into their lives that positioned Papaya as the champions of play. Rather than being created with CGI or AI, the spectacular stunt was captured in-camera, to intensify the visceral thrill for viewers. The actors swung from a 50-metre-high crane with the help of the stunt team from Dune, Mission Impossible and the James Bond series.

Now Papaya has turned its Swing commercial into a DeepScreen 3D version on the Piccadilly Lights in London to captivate viewers in a whole new way. Ocean Outdoor’s latest creative technique, based on an age-old technique of ‘anamorphic’ (or ‘forced perspective’), warps the imagery to create the 3D illusion displayed across Piccadilly Light’s curved screen, giving it an arresting, spectacular twist.

Dom Goldman, chief creative officer & founder at You’re the Goods, stated, “Witnessing as our heroes swing down the canyon of a city street in New York and into the most iconic site of London, has been captivating and memorable for the audience and reinforces the ambition of Papaya as champions of play.”

Uri Pearl Stein, head of marketing at Papaya, added, “With this campaign, we’re thrilled to push the boundaries of creativity and technology. By taking our ‘Swing’ ad from the streets of New York to the iconic Piccadilly Lights in London, we’re inviting people to experience the joy of play in a whole new dimension—literally. We hope this immersive, larger-than-life experience encourages everyone to embrace the fun and freedom that play brings”

David Tait, Ocean Group creative director, commented, ”This campaign is a fantastic example of how DeepScreen can be used with existing footage. Working closely with the agency and client, we identified key moments in the full advert that would lend themselves to 3D. We then carefully extracted and reworked elements to appear in front of the frame, creating a full 3D illusion.”

Credits 
Client: Papaya 
CEO: Oriel Bachar 
Head of Marketing: Uri Pearl 

Agency: You’re the Goods
CCO & Founder: Dominic Goldman
Executive Producer: You’re the Goods
Strategy Lead: You’re the Goods
Client Lead: You’re the Goods

Media: Ocean Outdoor
David Tait: Group Creative Director, Ocean Outdoor
Salvi De Sena: 3D Creative
Polly Palframan:  Project Manager, Ocean Labs