How a 3D Billboard Boosted OMO’s Campaign Success
- Apr 28
- 4 min read
Updated: May 19
Overview
Project: 3D Billboard for OMO’s campaign “Planting Roofs for All Species”
Year: 2022
Studio’s role: Storyboarding, Character Design, Animatic, Animation, Composition
OMO is one of DeeDee’s long-term clients, with three collaborations across various formats, including music videos, campaign sum up video, and most notably, a 3D LED billboard.
This project was part of OMO’s “Planting Roofs for All Species” campaign launched in 2022. Beyond delivering a message about environmental protection and wildlife conservation, it also marked one of DeeDee’s most unique projects where animation moved beyond mobile and TV screens to take over a massive urban space in the heart of the city.
Challenge
Although primarily a 2D animation project, the video needed to deliver a convincing 3D illusion, as it would be displayed on a large LED screen at the 4A Pham Ngoc Thach intersection, District 1, Ho Chi Minh City - one of the busiest areas in the city.
This was also the first 3D LED billboard in Vietnam, introduced in 2021. By the time DeeDee took on the project in 2022, 3D billboards were rapidly emerging as a global trend. This presented both an opportunity to ride the wave and a challenge, as it was DeeDee’s first time producing content for this format.
Creating an animation for a massive screen measuring (13.12mW + 8mW) x 4.8mH, located in the city center and viewed by thousands of passersby daily brought both pressure and opportunity. It was a chance for DeeDee to prove our capabilities on a highly visible public stage.
Solution
Unlike typical service projects, the team’s first step was to conduct an on-site visit to directly observe the LED screen where the animation would be displayed.
During this process, the team identified the “sweet spot” - the optimal viewing angle where the 3D illusion would appear most convincing. This perspective was captured and used as a consistent reference throughout the entire production pipeline, from storyboard to final output.
As a result, even at the storyboard stage, careful consideration was given to perspective and character movement. For a 3D billboard, selecting the right actions is critical, as not every movement can effectively create the illusion of objects “popping out” of the screen.
Technically, the 3D effect is achieved by constructing a virtual inner frame within the screen’s display area. When characters or objects extend beyond this frame, they create the illusion of breaking into real space.
DeeDee applied this principle precisely, using a gray inner frame designed to seamlessly integrate with the building’s real surface, enhancing the overall sense of realism.
Based on this setup, character actions were crafted to maximize visual impact. One of the most striking moments is when a saola bursts out of the screen, creating the illusion that it is jumping into the real world. Immediately after, a falling tree not only adds depth to the 3D effect but also serves as a smooth transition into an urban setting.
In the following sequence, the team incorporated familiar and iconic elements of Ho Chi Minh City, such as the Bitexco Tower and the constant flow of traffic. This integration allows the billboard to blend into the real-life rhythm of the city, making it an immersive experience that’s far more engaging.
Additionally, the virtual frame was utilized to place OMO and Unilever logos, optimizing screen space while maintaining a cohesive visual composition.
While most of the video was produced in 2D animation, selected elements such as the falling tree and moving vehicles were created in 3D using Blender. This hybrid approach enhanced realism and made the overall visual experience more convincing.
Once completed, the entire animation was flattened. When displayed on a corner screen, the visuals naturally appeared curved and dimensional, producing the intended 3D illusion.
Results
The 3D billboard produced by DeeDee Animation Studio played a significant role in the overall success of OMO’s campaign, quickly capturing public attention and generating widespread excitement. Beyond its real-world impact, the project was also featured in the media, including an article by Trí Thức Trẻ:
““What would happen if deer casually joined traffic, monkeys wandered through the streets, or tigers could appear right at your doorstep? A visualization of this chaotic scenario was brought to life by OMO Vietnam through a 3D outdoor billboard.”
“This experimental approach not only impresses with its unique visual effects, but also conveys the meaningful message of the ‘Planting Roofs for All Species’ campaign, continuing OMO’s ‘Dirt for Good’ journey.”
Source: Báo Trí Thức Trẻ
n addition, the billboard’s vivid visuals and convincing 3D effects created a buzz on social media on social media, with real-life recordings attracting thousands of interactions on Facebook.
The project stands as a strong testament to DeeDee’s ability to quickly adapt to emerging trends. Despite being the studio’s first experience with 3D billboard production, a relatively new format at the time, the team delivered a polished and effective result. By leveraging 2D animation to create a visually immersive 3D experience, the final output successfully captured attention and appealed to a broad audience, from children to adults.
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