Pepsi MAX’s Unbelievable campaign continued on the streets of London recently. In the cold and gloomy tunnels of London Bridge, Pepsi Max gave unsuspecting commuters an unbelievable experience using the latest in augmented reality and stereo projection technology. What at first appeared to be an ordinary tunnel quickly transformed to reveal giant portals in the space-time continuum, shocking and surprising passersby as prehistoric dinosaurs and futuristic cyborgs appeared out of thin air.
The creative concept was part of PepsiCo’s integrated campaign for the UK which brings Pepsi MAX’s Unbelievable combination of maximum taste AND no sugar to life. Grand Visual has worked on previous Unbelievable executions including an augmented reality DOOH first last year which transformed a digital 6-sheet Bus Stop giving the illusion of incredible scenarios unfolding on the street nearby.
To pull off this stunt, Grand Visual created a bespoke structure within the Tunnel which allowed them to manipulate the environment and bring to life the ‘time tunnel.’ The tunnel in London Bridge was surveyed and a scale 3D model was created, which was then used for extensive mapping and projection planning, to ensure the final execution would be as realistic as possible.
Projectors were strategically placed in the tunnel and a fine gauze partition was stretched inside the tunnel onto which the 3D animations of a dinosaur, car and cyborg were projected. Clever lighting, set dressing and perspective effects allowed for the technology to be hidden & the final effect to be startlingly realistic.
For more behind the scenes footage, and to see how we did it, click here: