Ocean Outdoor has unveiled a brand-new, freestanding immersive 3D out-of-home format titled the ‘Showcase.’

The format, an innovation in digital out of home, made its debut below at Westfield Stratford City launching with ads for the new Superman movie, in partnership with Warner Bros.

The ‘Showcase’ is a 3D canvas developed by Ocean Labs with two curved screens spanning almost six metres wide and three metres tall. It is a precision-engineered LED structure, inspired by Ocean’s pioneering 3D DeepScreen tech which was first launched in 2021.

Powered by gaming technology, the Showcase allows advertisers to harness Ocean Labs’ tech portfolio of audio, skeletal tracking cameras, mixed reality and DeepScreen Alive plug and play real time interactivity. 

At Westfield Stratford City, Warner Bros debuted the format with a bespoke 3D Superman asset matched with the film trailer soundtrack. A four minute loop of movie clips gave audiences a sneak peak and invited them into the world of Superman.

The freestanding format allowed audiences to get up close with the creative and offered photo opportunities with characters from the film. The creative was produced by Ocean Studios in partnership with Warner Bros. Pictures UK, booked via WPP Media.

The ‘Showcase’ format is part of a wider OOH Superman campaign which also runs across Printworks SkyLights in Manchester, Birmingham’s Archway Banner and Piccadilly Lights.

The Showcase has been engineered as a solus out of home element that can be a stand alone campaign or an addition to a wider out of home strategy. It also supports brand tours or one-off events in retail and leisure destinations or can be used as an experiential hub outside of traditional OOH locations, such as cultural spaces and heritage sites.  

The new format allows for greater flexibility and can be used in locations or high dwell time public spaces, giving brands the opportunity to deliver a large format DOOH wherever it matters most. The innovative new format allows for greater reach and maximum impact.