To promote the launch of the latest instalment in the Call of Duty franchise, Modern Warfare II, global brand experience agency Amplify has created a series of anamorphic out-of-home activations across high-impact sites in London, Los Angeles and New York City.
Running across two continents, Amplify’s out-of-home push can be seen via 3-D and anamorphic activations at world-famous, high-impression advertising across the UK and US, including London’s Piccadilly Lights, Los Angeles’ SoFi Stadium and New York’s Times Square.
“The scope and scale of Call of Duty: Modern Warfare II demanded a larger-than-life global campaign,” Call of Duty vice-president and head of marketing, Tyler Bahl said.
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“We partnered with Amplify to create anamorphic 3D OOH, which provided the canvas and technology to use our iconic heroes in a massive show-stopping way. It extended far beyond the locations themselves and we saw huge amplification and resharing throughout our community.”
Amplify’s 3D anamorphic at Piccadilly Circus was the results of a collaboration with London’s Inertia Studios, whereas its ambitious 80-millions pixel takeover of SoFi Stadium’s Oculus Video Board was created in partnership with Territory Studio.
Amplify chief creative officer, Jeavon Smith added: “In Call of Duty: Modern Warfare II the ultimate weapon is team. So we created a real world narrative, showcasing the central characters across anamorphic canvases – as Taskforce 141 ‘Go Dark’ in New York and London. A format breaking immersive OOH campaign, that sees operators infiltrate iconic locations around the world.”
