Into The Storm uses augmented reality technology in outdoor campaign to promote release date

Village Roadshow is promoting the September 4 release date of natural disaster film Into The Storm with an outdoor campaign which gives audiences a glimpse into what it would look like if a tornado ripped through the street.

Created by Grand Visual and JC Decaux, the campaign uses augmented reality technology the outdoor panel was transformed into a window through which pedestrians could watch a storm unfold.

Grand Visual digital director Ric Albert said: “Using augmented reality to pull a city street corner into the eye of a tornado creates a level of engagement that static outdoor media can’t match. It becomes a talking point, and gives people a taste of the experience that Into The Storm brings to the cinema.”