H&M Deep Screen

Overview

A DeepScreen project for The Midnight Club / H&M, delivered across four UK sites with different scales and resolutions. DeepScreen billboards use a technique called anamorphosis (or forced perspective) which mathematically warps imagery so that, when viewed from a range of specific vantage points, the illusion of depth is created on the flat billboard surface. We created the 3D animation and developed a modular Houdini pipeline that adapted it procedurally to each screen, avoiding separate builds for every installation.