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Paramount Pictures has used the scale and presence of Europe’s most iconic out of home canvas to mark the UK release of its action blockbuster Transformers: Rise of the Beasts.

This is the first time the creative licence of Ocean Outdoor’s DeepScreen® 3D technique has been used at such scale and on the BFI IMAX canvas. The famous banner is situated in central London.

To recreate the drama of its popular fantasy franchise, 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 giant 30 metre x 14 metre sized hole to reveal the cinema inside.

The campaign was planned by Kinetic and Wavemaker.

To achieve the ground-breaking 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 vast DeepScreen® experience.

Ocean Studio worked closely with Paramount from initial concept, through development stages to final artwork delivery: a massive 360-megapixel render.

Transformers: Rise of the Beasts is released in cinemas on June 8.