Pacific Place — The Double Dare Ground: A 3D FOOH Experience
Use this as a referenceProject Background: Turning a Shopping Centre into a Surreal Playground
For Pacific Place’s summer event “The Double Dare Ground”, the brand wanted a memorable social media moment. Darkroom Studio used FOOH (fake out-of-home) advertising, placing surreal CGI within filmed views of the shopping centre to move beyond physical limits and invite curiosity and sharing.
Visual Approach: A Surreal Transformation
The film used surreal imagery to challenge expectations of a familiar space:
Fluid Simulation: The opening shows pink liquid falling from above and filling the atrium floor. Detailed fluid simulation gave it a thick, splashing texture that contrasted with the polished shopping-centre setting.
Dynamic Transformation: Floating coloured balls fall into the liquid and transform into the large yellow geometric installation for The Double Dare Ground. The continuous transition and simulated collisions express the event’s invitation to dare and experiment.
Integrating CGI with the Location: Ray tracing and matching the lighting and surroundings helped the virtual 3D objects sit convincingly within the live-action setting. The result was designed to make viewers pause and question what they were seeing.
In Use: A Social Teaser for the Installation
Blending a recognisable location with digital art, the short used striking visual effects to introduce the physical installation on social platforms before a visit to the event.
About Pacific Place’s “The Double Dare Ground” 3D Surreal Film
Year: 2024
Q&A
What visual style did The Double Dare Ground film use?+
The film used surreal 3D CGI in the form of FOOH (fake out-of-home) advertising. We combined the real Pacific Place setting with exaggerated, dreamlike 3D elements, such as giant inflatable structures and floating spheres, to create an impossible but visually convincing playground for the interactive event.
How did Darkroom Studio produce this FOOH social media film?+
The production began with location filming at Pacific Place and camera tracking to align the virtual elements with the recorded space. CGI lighting and materials then gave the objects a sense of physical presence. Compositing them into the footage allowed the film to show impossible events in a familiar setting and create a striking moment in a social feed.
Why do shopping-centre campaigns use surreal 3D short films?+
On crowded social feeds, an imaginative scene and a moment of uncertainty can prompt people to look more closely, discuss what they see and share it with others. This potential for social sharing makes surreal video one way to introduce an event, build curiosity around the physical installation and invite viewers to experience the venue.
- Client
- Pacific Place
- Project
- The Double Dare Ground - 3D Surreal Campaign
- Services
- FOOH advertising, 3D animation, visual effects and social media content
- Date
- 2024-08-12
