Priority Moments
PD3 are a creative agency with experience at heart. They have over ten years’ experience and know that emotional engagement with their clients is key to a long lasting and successful working relationship.
They believe that experiences change behaviour and based on the principles of consumer psychology, they have developed an industry-leading research and evaluation model to measure the impact of their campaigns. This ensures that they continue to develop memorable and effective experiences that demonstrate true ROI for their clients. Their experiences come in many guises, digital, content, mobile, event-based and beyond.
The Brief
The client had contracted Cestrian to create a 3D wall that would capture the imagination of the public and create an unforgettable ‘wow’ factor upon first sight of the O2 Arena. Cestrian were to use the entire wall, spanning 43m (w) x 11m (h), to create the illusion of a large hole in the wall. The hole should then provide an illusion of being able to see bands performing on stage – reinforcing the “priority moments” message.
Challenge
The wall itself was not of a solid structure and behind the facade was a cavity. As a result the 3D structure had to be suspended from a cable system from above. The curvature of the structure had to be taken into consideration so that every element of the design could be applied to a non flat surface.
Solution
Cestrian fabricated and supplied the 3D “rubble hole” and an internal stage at approximately 3m for the internal diameter with a 5m to 6m external diameter, suspended by a cable system. Within the rubble hole structure we included a 3D internal stage, lighting and print effect. Additional pieces of rubble were fabricated and suspended periodically across the main wall. Printed vinyl was cut to shape to portray ‘cracks’ in the wall and additional elements of the creative were formed from white s/a vinyl lettering. The “Priority Moments” lettering was fabricated as 3D lettering with the central “O” treated with a halo effect manufactured from LED lighting. The “matrix / grid” effect lines under the lettering were also printed and CAD cut and adhered to the existing tiles.
Outcome
The solution provided the following benefits: – Utilisation of existing wall space – Maximum impact – Within budget – Highly visible effective graphics.
Technology
The stage backdrop was produced on an Inca using a metallic paper to enable the lighting to bounce off the material and create the ‘spot light’ effect. The cracks and grid effect were printed on the Durst Rho onto a white wall wrap self adhesive vinyl and CAD cut to shape as per the creative supplied. The 3D elements were manufactured from a whole host of different substrates from polystyrene to timber. The final physical structure replicated that of the colour illustration that had initially captured the imagination of the team at O2 and provided the “wow” factor that the client had hoped for. The client’s design was built and installed both on-time and within budget.
