[ 매드타임스 조희수 대학생 기자] As children, many of us probably harbored a childhood wish to eat sweet chocolate all day long. It’s like imagining that the streets are full of chocolate trees and you’re driving around happily in a car made of chocolate.
These sweet imaginations made our dreams come true in visual form in 2005 through director Tim Burton’s film ‘Charlie and the Chocolate Factory’. Through director Tim Burton’s unique and colorful directing effects, it depicts a fantastic world surrounded by chocolate, and has been reborn as a work that has impressed and left a lasting impression not only on children but also on adults.
Charlie and the Chocolate Factory, Wonka (from left)
Thanks to the popularity and success of ‘Charlie and the Chocolate Factory,’ its prequel film ‘Wonka’ appeared in late January 2023. ‘Wonka’, which depicts Wonka’s adventures from his past history to opening the world’s best chocolate factory, is attracting great attention as it continues the charm of the previous work while providing new emotions and fun. In addition, ‘Wonka’ is providing a new experience to audiences through an ingenious digital outdoor advertising (DOOH) campaign.
New York Times Square electronic display board
Wonka’s unique digital outdoor advertisements are attracting the attention of passers-by in city centers around the world, including New York’s Times Square, London’s Piccadilly Circus, and Samsung Station’s KPOP Square.
The scene where actor Timothée Chalamet, the main character in ‘Wonka’, throws chocolate out of a hat was expressed in 3D, creating the illusion that passers-by could receive the chocolate directly. After the chocolate poured down, Timothee Chalamet reappeared with the title of the movie, which maximized the three-dimensional effect as if he was popping out of the electronic screen, making the movie even more impressive.
This optical illusion was made possible by utilizing 3D anamorphic techniques in DOOH.
Anamorphic is an optical illusion art technique in which the shape intended by the designer appears when an object is viewed from a specific angle or direction. Since it is mainly transmitted within the media façade, it can maximize the characteristics of curved signage and express a three-dimensional virtual space. It creates a realistic optical illusion by precisely calculating perspective, distorted curvature values, and viewpoints, providing a new visual experience. COEX’s huge media art ‘WAVE’ in 2020, which was highly praised around the world, is also DOOH using anamorphic techniques.
In the future, anamorphic DOOH is expected to develop further and be applied to various fields. In particular, the film industry is expected to use this technology, like ‘Wonka’, to capture the attention of audiences by expressing works so vividly that they are indistinguishable from reality.
Just as Wonka’s DOOH advertisement took us out of reality and into a sweet and fantastic world like a movie, future advertising technology is expected to continue to provide new creativity and experiences. I end this article with the hope that now you can experience the world of childhood that existed only in your imagination before your eyes, and that an era full of more creativity and surprises will unfold.
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