To celebrate the launch of Transformers: Rise of the Beasts, Paramount Pictures staged a full-scale take-over of the BFI IMAX featuring a 3D Optimus Prime.

The campaign marked the first time that Ocean Outdoor DeepScreen 3D technology has been used at such scale and on the BFI IMAX canvas. 

The all-encompassing visual aimed to recreate the drama of the long-running fantasy franchise. To create the campaign Paramount Pictures used anamorphic techniques together with LED lighting to create the illusion that three of the Transformers, Optimus Primal, Optimus Prime and Bumblebee, are breaking through the walls of the IMAX, creating a gigantic, transformer-sized hole to reveal the cinema inside.

“Ocean Studio worked closely with Paramount from initial concept, through development stages to final artwork delivery: a massive 360-megapixel render. To achieve the level of detail required, the interior of the cinema was modelled in 3D based on actual plans, right down to seat numbers, although some artistic licence was used to create the demolished concrete wall." explained David Tait, Director of Ocean Studio and Group design.

To achieve the effect, Ocean Studio 3D modelled the entire interior of the IMAX all the way down to the seat numbers, warping the artwork on the 1,734m² wrap to create the DeepScreen experience. The result is the head-turning 3D image that engulfs the London surroundings and makes passersby fully feel immersed in the Transformers world.

The campaign was planned by Kinetic and Wavemaker.