K-WAY — Anamorphic 3D Billboard for Cape Union Mart
A series of 15-second anamorphic 3D CGI billboard videos for K-WAY, created to turn weather protection, comfort and outdoor performance into a large-scale visual experience.
Outdoor jacket technology turned into a physical billboard experience.
Cape Union Mart needed to promote K-WAY as a functional outdoor apparel line for active living, travel and everyday use.
The task was not only to show the jackets, but to make their technical benefits — water resistance, breathability, comfort and thermal protection — feel visible and memorable.
Lumenstory created a series of anamorphic 3D CGI billboard videos where the jackets interact with water, wind, cold and atmospheric effects, turning product features into a direct visual experience.
The jacket had to behave naturally while still breaking out of the screen.
The campaign required complex simulations of cloth, water, smoke, wind and ice, all adapted to anamorphic LED billboard geometry.
Every scene had to look realistic in a normal render and still preserve the illusion after being distorted for the specific screen shape and viewing angle.
The content also had to stay readable in a short outdoor viewing window, with enough contrast, movement and scale to attract people in a busy retail and urban environment.
Product features became weather worlds around the jacket.
The concept transformed the functional advantages of K-WAY jackets into physically believable environments. Each scene visualized a specific product benefit through water, wind, ice, smoke and fabric movement.
The key wow moment was the jacket breaking out of the screen through water, wind and freezing environments, followed by a volumetric K-WAY logo inflating beyond the billboard plane.
Supporting visuals
Final frames, jacket fly-out moments, cloth simulation, water and ice effects, volumetric logo and optional billboard-context visuals.
A series of anamorphic CGI billboard videos that turned jacket technology into a visible experience.
- Series of 15-second anamorphic 3D CGI videos for LED billboards
- Detailed 3D jacket models with realistic fabric behavior
- Cloth simulation for wind and dynamic movement
- Water, ice, smoke and atmospheric VFX scenes
- Screen-specific anamorphic adaptations for different billboard geometries
- Storyboard
- Animatic
- CGI / 3D production
- Cloth simulation
- Houdini FX and compositing
- Final anamorphic screen-space adaptation
A simulation-heavy pipeline built for product realism and anamorphic impact.
Storyboard
The product benefits, weather worlds and fly-out moments were mapped first.
Animatic
Timing, product readability and billboard depth illusion were tested early.
3D Production
Jacket models, fabric setup and product-centered scenes were created.
FX & Compositing
Cloth, water, ice, smoke and atmospheric effects were refined for realism and clarity.
Screen Adaptation
Each scene was adjusted for anamorphic screen geometry and real viewing conditions.
The technical core was making simulations survive the distortion of anamorphic projection.
The biggest challenge was combining realistic cloth, water, ice and smoke simulations with strict anamorphic perspective requirements.
The jacket had to move naturally, react to wind and environmental forces, and still work as a readable hero product on large LED billboards.
Each visual effect was treated as a product communication tool: water for protection, wind for breathability and motion, ice for cold-weather performance, and fabric behavior for comfort and technical credibility.
The production used Cinema 4D, Redshift, Marvelous Designer / cloth simulation workflow, Houdini simulations, After Effects compositing and anamorphic screen-space adaptation.
Six to eight revision rounds helped refine fabric motion, VFX intensity and anamorphic depth.
- Creative Director
- Project Manager
- CGI / 3D Artist
- Cloth Simulation Artist
- FX / Houdini Artist
- Motion Designer
- Anamorphic Technical Artist
- Compositing Artist
Risks were controlled through animatic approvals, 3D screen previs tests and staged approval of every scene before final rendering.
“Great collaboration and strong execution. The team managed to turn product technology into a powerful visual experience with a real WOW effect.”
K-WAY product technology became a memorable outdoor brand experience.
The project created a strong wow effect by combining anamorphic illusion, realistic product behavior and environmental storytelling.
The content attracted attention in real physical spaces, encouraged people to stop near the screens and created strong potential for organic sharing through photos and videos.
For the brand, this turned K-WAY’s technical characteristics from a list of product features into a visual experience that felt clear, physical and memorable.
The campaign strengthened product recognition and made the collection launch more visible in a competitive retail environment.
Need anamorphic 3D that turns product benefits into something people can feel?
If your campaign needs product CGI, realistic simulations and screen-specific anamorphic execution for LED billboards, we can scope the right 3DOOH production path.
