A virtual tornado hits the streets of Sydney to promote Steve Quale's latest film

Grand Visual and The Woolshed create a powerful experience for the citizens of Sydney who see how a JCDecaux display becomes, through augmented reality, in 'the eye of a hurricane'. An experience that served to promote the premiere of the film Into the Storm.

'In the eye of the storm' (Into the Storm) is the latest film by Steve Quale to hit the big screen this September. This action and suspense film tells the consequences caused by a series of tornadoes that devastate the town of Silverton..

In order to promote this film in the city of Sydney, The distributor Roadshow Films decided to create an experience that would impact its inhabitants and to do so, it partnered with Grand Visual y The Woolshed.

The out-of-home digital campaign (Dooh) was carried out using a screen 64 inch plasma JCDecaux that for a few days became the eye of the hurricane. Using a muppy and augmented reality technology, the display impacted pedestrians with scenes that simulated the arrival of a tornado and the consequences it would have if it devastated the street..

Passersby thought they were seeing a normal street. However, video sequences of the street were shown on the screen, recorded in time, that were mixed with pre-created motion graphics. The goal was to create a seamless augmented reality execution.

Sequences include scenes such as a light pole falling on a group of people across the street or a car flipping over in the air and looking like it is going to pass through the screen.. Finally, The storm fills the screen with debris flying around, overturned cars and destroyed buildings.

Grand Visual and The Woolshed create a powerful experience for the citizens of Sydney who see how a JCDecaux display becomes, through augmented reality, in 'the eye of a hurricane'. An experience that served to promote the premiere of the film Into the Storm.

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