ING DIRECT

Transforming an urban space into a memorable experience.

In a world saturated with messages, capturing attention has become one of the biggest challenges for brands.

People are exposed to hundreds of pieces of content every day.
Only a few are able to stop them.

For ING, the goal was to turn an advertising presence into an experience capable of surprising, engaging, and sparking conversation.

Because when a message successfully interrupts everyday routines, it becomes memorable.

To achieve this, we developed an immersive 3D OOH experience in the heart of Milan's Garibaldi district.

Through CGI, animation, and carefully designed perspectives that interact with the surrounding architecture, ING's iconic llama comes to life and engages with the urban environment in an unexpected way.

The integration of real-world surroundings and digital content transforms a traditional billboard into a high-impact visual story.

The result is an immersive experience designed to increase visibility, memorability, and brand engagement.

A production capable of:

• Capturing attention within seconds
• Encouraging organic social sharing
• Strengthening brand identity
• Turning an OOH campaign into a memorable visual experience

Because today, people remember what surprises them.