Gladiators, ready! Anamorphic billboard campaign, ready!
The much-awaited return of Gladiators tonight on Ten has been preluded by a series of premium 3D anamorphic billboards in key places across the east coast.
Paramount Australia’s design and marketing divisions teamed up with VFX and post production studio, Cutting Edge for the eye-catching displays – marking the first time a commercial free-to-air program has utilised such technology.
The billboards are placed at Bourke St in Melbourne, Macquarie Centre in Sydney, Queen St Mall in Brisbane, and Yagan Square in Perth.
“Since each screen had its own unique requirements, it was like solving multiple puzzles with the same pieces,” Cutting Edge’s creative director, Zenon Kohler, explains.
“All live-action and CG elements were tailored specifically to each location, including bespoke camera angles and performances from each of the Gladiators.”
“A show as epic as Gladiators deserves a larger-than-life campaign,” reasons Network 10’s head of marketing – broadcast and digital, Andreana Walton.
“Our integrated marketing campaign features several engaging and exciting formats, but we are especially proud to be one of the first brands to feature across all 3DA sites around the country.
“We commissioned Cutting Edge to bring our vision to life, under the direction of our incredible Network Head of Design, Karen Song. Thanks to oOh!media and of course our media agency, Wavemaker, for allowing us to add the ‘wow’ factor to this incredible campaign.”
Gladiators launches tonight at 7.30pm, across Ten and 10Play. For a deeper dive on what to expect from the Gladiators reboot, read our feature interview with Rod Prosser, chief sales officer at Paramount ANZ.
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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