Google selected Territory Studio to create an immersive 3D experience transforming Time Square into a futuristic dystopia to promote its new Chromebook Plus laptop. Google’s latest 3D fully-animated digital out-of-home advertisement partnered Territory Studio with tech leaders at Google, CD PROJEKT RED, and NVIDIA GeForce NOW for a campaign that included a stunning Cyberpunk 2077 activation to celebrate the game’s newly released spy-thriller expansion Phantom Liberty. The mesmerizing campaign successfully brings the power of Google’s new laptop to life in the heart of New York.
A nimble team of senior artists optimized and rendered an extensive list of game assets at hi-res, leveraging Territory’s experience in character animation. 6K files of one-minute length were created to showcase how the Chromebook Plus streams 1600p resolution content at 120 frames per second.
Times Square Premiere
The amount of visual embellishment, distortion, depth, and size of animations were carefully considered to successfully “pop out of frame” as a 3D illusion, creating compelling stereoscopic visuals seemingly integrated into the real-world structure of the billboard. Territory included a secret game-related easter egg for long-time Cyberpunk 2077 NVIDIA GeForce Now fans – the latest clue to solving a long-standing riddle that has played out since the game’s inaugural launch. This clue took the form of coordinates hidden in the eye graphic. A nationwide campaign also saw animations appear in digital formats across social media platforms.