Inside Colossal Times Square 3D Takeover for 'Marvel's Midnight Suns' From 2K Games

Gaming has always been at the forefront of innovation when it comes to advertising; and 3D anamorphic OOH campaigns have become big news of late, blurring the line between physical and digital and moving advertising into the realm of fan-forward immersive entertainment.

The 3D anamorphic space has provided a highly engaging way to tell experiential brand stories and turn local market activations and stunts into global conversations and cultural moments.

But sometimes the perfect combination of iconic characters, technology and passionate human beings obsessed with craft and storytelling allows you to move the needle and reach new heights. This is precisely what happened when 2K reached out to our team at BCN Visuals with a mission to not only push this growing medium even further, but to redefine it altogether and launch one of the most anticipated games of the year: “Marvel’s Midnight Suns.”

So how do you take something already grounded in innovation and technology to the next level? You turn to your dark inner fan!

Set in the darker, supernatural side of the Marvel Universe, this has been a work of love and passion, from true fans to true fans. To celebrate the much-anticipated launch, 2K wanted to create something that served as an extension of the game itself. So, we unleashed a three-story-high Hulk to smash his way through Times Square, summoned Blade to come to the rescue and finally letting the Ghost Rider loose to set the whole place on fire.

At over 17,000 square feet, 23 million pixels, and spanning the corner of an entire city block, it was the largest depiction of some of Marvel’s most iconic characters coming to life as you’ve never seen them before, bursting through the screen and into the real world.

Our team achieved this effect through a rigorous and meticulous process that involved a projected geometry screen study to determine the optimal vantage point, a solar pass study that identified potential glare issues, a team of 60+ best-in-class Hollywood animators and VFX artists, a proprietary in-situ previz tool, and a virtual reality replica of Times Square that allowed our team to check their work at every step. Ultimately, it all boiled down to telling a compelling story that could capture an audience’s attention in one of the busiest places on earth, and create an emotional connection.

“It is always an exciting challenge to break the mold and execute creative marketing campaigns that deliver tech innovation and impact for the gaming community,” says Deborah Beckman, 2K director of marketing, Americas. Clear Channel Outdoor SVP of creative Mike McGraw called it, “One of the very best uses of our digital billboard to date.”

Fans and critics loved it. Once live, word of the digital billboard spread fast online as fans flocked to Times Square to experience it live. Millions worldwide turned to social media to watch their favorite characters wreak havoc on the streets of New York City.

Darkness falls, RISE UP!