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FREN

Digital signage & anamorphic rendering

Retailink — turning a technical constraint into visual innovation

ClientRetailink by Fnac Darty
Period2022 – 2023
Volume4 spots, 2 advertisers
TechniqueAnamorphic rendering
The project

Context & challenge

Fnac Champs-Élysées has a set of angled LED screens positioned above the escalators. A spectacular setup, but one that distorts content designed for a flat surface: what works on a standard screen breaks apart at the angle.

Challenge identified

  • Precisely understand the geometry of the display and the visitor's viewpoint.
  • Design content that works with the angle instead of fighting it.
  • Establish a repeatable method from one advertiser to the next.
The same screen, two approaches
The angled screens at Fnac Champs-Élysées showing content designed for a flat surface: the image stays flat across the three panels.
Content designed flatThe image stays flat across the screen's panels and the angle fragments it.
The same display with anamorphic content: the phones appear to emerge from the screen and float above the escalators.
Anamorphic contentThe objects appear to break out of the frame and occupy real space.
Our involvement

Approach & executive role

IKI Productions was involved ahead of creative work :

  • technical audit of the display — screen geometry, distances, viewpoint;
  • developing a rendering method suited to the angle;
  • producing the content and supervising through to broadcast;
  • passing on the method for subsequent campaigns.

Solution delivered

  • An anamorphic rendering method specific to the display.
  • Three spots produced for Samsung, from the first demonstration project to subsequent campaigns.
  • A spot for Brita, proof that the method transfers to other brand identities.

Results

A constraint turned into a selling point, and a method reused four times.

The screens' angle, initially seen as a limitation, became the display's main asset. The method established during the first Samsung project was reused twice for the same advertiser, then transferred to Brita without starting the technical audit over.

Anamorphic Brita content: a water filter jug appears to overflow from the screen band and pour water in front of it.
Brita — the content aloneOutside the display, the distortion becomes visible: it's what creates the illusion on screen
The content produced
SamsungThe content alone, outside the display
SamsungA following campaign, produced with the same method
Two anamorphic Samsung contents: a laptop and a tablet appear to emerge from their respective screen bands.
Two product variants, designed for the same display

Project credits

Advertisers
Samsung, Brita
Agency
Retailink
IKI Productions' role
Executive producer

An unusual display setup?

A technical audit upfront avoids a lot of dead ends. That's often where everything is decided.

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The works, images and videos shown are the property of their respective rights holders. IKI Productions acts solely as executive producer or production coordinator and claims no rights over the content displayed.