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  • JUL. 2018



We created experience-based signage content to promote the new movie "Jurassic World: Fallen Kingdom", for display at Roppongi Home Vision (Toei Subway Oedo Line, Roppongi Station Home".

This was a dynamic DOOH ad campaign designed to utilise the unexpectedness of appearing on a station platform, increase interest by making users feel as if they are participating in part of the movie, and to lead to more ticket sales.

When a person stands in front of the screen, dinosaurs rage inside the door.
Users hold both hands out in front of them to hold the door shut.
The door shakes and begins to break, before shattering and letting dinosaurs burst out, before the movie trailer players.

It was made to attract viewers to the cinema using integration with the TOHO Cinemas Roppongi Hills API to display real time schedule and seating information for "Jurassic World: Fallen Kingdom".

People's movements were detected by a Kinect installed in the upper part of the sign.
Since many people pass through the station, it was designed to distinguish between "mere passersby" and "users wanting to participate in the experience". By directing users' hands, it was also adjusted to prevent users causing problems with other members of the public.
In terms of design, it matches the tone of the movie and its advertisements. In particular, the door materials and damage to it were made with realism in mind. The movement of the door and effects used detailed visuals effects to give users a sense of involvement and to convey presence and power.
There were 5 types of dinosaur inside the door, in order to demonstrate the "range of dinosaurs" in the movie. It can be enjoyed not just once, but multiple times.