Oreo — 3DOOH Campaign
A 3DOOH campaign created for Oreo in Cape Town, adapted for two different corner LED screen formats — one inside a shopping mall and one on a high-traffic street at V&A Waterfront.
A playful 3DOOH campaign built for Cape Town’s urban attention flow.
Oreo needed an OOH and PR campaign in Cape Town that could attract attention, feel playful, and create a strong visual moment around the product.
The final content was prepared for two different corner LED screens: one in a shopping mall and one on a busy public street at V&A Waterfront.
The same idea had to work across two complex corner-screen geometries.
The campaign used two different LED screens with different shapes and dimensions. One of the street-facing screens had a semi-rounded side, which added complexity to the animation and product interaction.
The visual depth had to read correctly from the main viewing angle, while the Oreo product needed to stay recognizable and undistorted across the screen corners.
This required careful camera angle selection, scene adaptation and technical preparation for each screen container.
A playful Cape Town scene where milk becomes the world of the story.
The concept placed a stylized city and mountain landscape in the background, with a river of milk flowing through the scene. From that milk, a dolphin jumps out and lifts the Oreo cookie into motion.
The playful chain of action — milk river, dolphin, Oreo cookie, seagull and Oreo glass — helped turn the product into a moving 3DOOH story rather than a static billboard visual.
Supporting visuals
Final frames, stylized scene details, milk simulation moments and optional screen-context visuals.
Two screen-specific 3DOOH versions built around one playful product story.
- 3DOOH video adapted for a corner LED screen inside a shopping mall
- 3DOOH video adapted for a large corner LED screen on a public street
- 15-second video version for each screen format
- Stylized 3D environment with city, mountains, sky, dolphin and seagull
- 3D Oreo cookie model designed to match the original product
- Storyboard
- Animatic
- 3D production
- Milk liquid simulation
- Seagull rigging and animation
- Compositing and final adaptations
A structured production flow for two different screen containers.
Storyboard
The story sequence and product movement were mapped first.
Animatic
Timing, composition and screen behavior were validated early.
Production
3D environment, product model, character elements and animations were built.
Compositing
Scene depth, contrast and product readability were refined.
Final adaptations
The final videos were adjusted for two different LED screen formats.
The main technical task was making liquid simulation and anamorphic depth work across two screen shapes.
The team created a stylized 3D environment including the city, mountains, sky, seagull and dolphin, then combined it with physically believable milk simulation.
The Oreo cookie model was built in 3D to match the original product, so the hero product would remain recognizable even inside a highly stylized scene.
The most complex part was preparing animation and simulation for two different LED screens, where the size and shape of the scene, containers and 3D elements changed between formats.
Special attention was paid to the slow-motion milk splash effect, which helped make the scene feel more playful, tactile and visually memorable.
Six revision rounds focused on scene design, product motion and character scale.
- 3D animators
- Motion designers
- Supervisor
- 2D artist
The production included six rounds of revisions, covering environment design, Oreo cookie fly-out animation, the “Stay playful, Cape Town” slogan design, and size adjustments for the seagull and dolphin.
“Thank you so much — the result exceeded expectations.”
Approved, launched, and strong enough to continue the collaboration.
The campaign was approved and launched successfully in Cape Town.
The launch was completed on time while accounting for multiple revisions and screen-specific adaptations.
The design depth of the 3D scene, the handling of screen geometry, and the milk simulation helped the final video work effectively as a playful and visually memorable 3DOOH campaign.
Need 3DOOH content adapted for complex corner LED screens?
If the campaign needs playful motion, product clarity and a convincing depth effect across non-standard LED formats, we can scope the right creative and technical production path.
