Be the Main Character
BACKGROUND
Circles.Life wanted to promote their commitment to making sure that their customers were their “main character”. We campaign for telco Circles.life, Be The Main Character, goes where human interaction and technology hasn’t gone before in Australia – turning a static 2D billboard into a 3D virtual stage.
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creators
CHALLENGE
Telco brand Circles.life wanted to make cultural statement in Australia that would resonate with a tech and gaming audience and demonstrate the brand’s forward-thinking identity. The ask was to go beyond conventional out-of-home advertising and create something that had never been done before.
STRATEGY
INVNT APAC conceived and produced Australia’s first 3D billboard, transforming a static OOH format into an immersive, metaverse-inspired experience. The campaign, Be The Main Character, cast a select group of Australia’s leading tech and gaming influencers — including gamer Joel Bergs, maximalist design duo Josh and Matt, and activist and creator AJ Clementine — as the stars of their own virtual world.
The production combined full performance capture of face, hands, and body with iPhone-based facial mapping technology, placing each influencer’s likeness onto a custom avatar composited inside the virtual billboard environment. A dedicated team of digital designers, motion capture specialists, Cinema 4D and Unreal Engine artists, and CGI and animation experts worked around the clock to deliver the activation. The billboard ran atop the Emporium shopping centre in Melbourne, with media buying handled by Mediahub and OOH Media.
