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DooH meets gaming: Live rendering at Piccadilly

Samsung Gaming Hub has turned the Piccadilly Lights into an interactive 3D livestream featuring two gaming influencers going head to head in a high-octane Rocket League challenge.

Created in partnership with Samsung’s inhouse agency Cheil, Samsung’s Gaming Hub Challenge feat. Rocket League takes DooH to a new level. The campaign was developed on Ocean Outdoor’s DeepScreen Alive technology for the first time to accommodate live reactions from public space spectators within the livestream experience.

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In the 15-minute game produced by creative agency Cylndr, influencers Apparently Jxck and Vatira5 competed for the title of Samsung Gaming Hub Champion. For the Piccadilly Lights show, Ocean Labs and Ocean Studio designed a 3D animation of a Samsung Smart TV that presented the game as if OoH viewers were watching it on their own television.

The creative was underpinned by Ocean’s first ever live-rendered DeepScreen scene via Ocean Vivus, a fully integrated purpose built hardware and software system which incorporates the Unreal gaming engine for real time responses and 3D interactivity.

Piccadilly Circus audiences could share their reactions and support, using their mobile phones to scan a QR code to access a microsite and select an emoji reaction which instantly appeared on the big screen.