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Amazon Prime Video’s the Wheel of Time DeepScreen™ illusion has debuted on the world famous Piccadilly Lights in London.

The out-of-home trailer depicts a battle between the "Light", actor Rosamund Pike's character Moiraine Damodred of the all-female organisation the Aes Sedai, versus the "Dark", the commander of the dark army, with the characters appearing to break out from the screen.

Captured on green screen, a live-action performance was composited into each scene, combining it with show quality VFX and bespoke 3D animation.

Rosamund Pike's hands were also shot to create the effect of Moiraine channelling her powers, which were then rebuilt in CGI.

Amplify worked with the show's VFX teams at MPC and Amazon Studios to deliver the project. Thomas Valente and Tom Phipps created the spot.

Media planning and buying was by Rapport and Initiative.

It is a visceral piece of content where something is reaching right out from the screen and touching you. Which is what all advertising, marketing and original DOOH content wants to do.

In this case it really works. Prime Video shared the anamorphic DOOH spot on its Twitter and Instagram channels where it has quickly racked up views, likes and shares.