front page October 1996- Comedy Central's outdoor
ad campaign in New York uses lenticular printing to display three
separate images on/ one phone booth panel.
New Outdoor Ad System Gives Media
Buyers More Bang for Their Bucks
New advances in lenticular printing are letting advertisers put
up to three different images in their outdoor advertising. Ads
using this new process can now be seen in New York and Los Angeles.
Lenticular printing is an imaging technique that combines multiple
images under a laminated sheet of clear plastic film with ridged
viewing lenses to create animated effects. A lenticular image
changes to one of the multiple images according to the viewing
angle of the onlooker. Currently, this type of printing is most
commonly seen in novelty Cracker Jack-type toys, specialty trading.
LENTICULAR ADS
-continued from page 1
cards, and political buttons. The first ads to feature
the new lenticular process were purchased by the cable television
network Comedy Central to promote their late night news parody
"The Daily Show." Produced by Holland Advertising and
New York City- based Depthography Inc., these lenticular phone
booth prints are standard, rear-lit Duratrans panels with one
major difference: they become three-frame (or three-phase) animations
as people move past the displays and look at them from different
angles.
The Daily Show" tag line, "Same World, Different Take,"
became the theme for the ad campaign, as well as two different
lenticular designs. The first display shows a Big Brother type
countenance of Cincinnati Reds owner Marge Schott. Below her the
text reads "Same World." In the second image, a Hitler
mustache appears on Schott's face, and the text changes to "Different
Take." In the final image, the Comedy Central logo appears,
along with the show's air times. Another lenticular ad features
buxom"Baywatch" star Pamela Anderson Lee for the "Same
World" phase, a bicycle air pump inflating her for the "Different
Take," and the Comedy Central logo appears with the broadcast
time listings.
All the images, which were designed to reflect the unconventional
look at daily American life presented by the "The Daily Show,"
were created by Chris Watson, art director on Holland Advertising's
Comedy Central campaign. "Comedy Central loved these displays
because they're very effective at grabbing peoples' attention,"
says Chris Holland, chairman of Holland Advertising. Each panel
costs several hundred dollars to produce because of the need to
use a 1/8-inch-thick viewing lens to produce the eye-grabbing
animations. But Holland says they're worth the price because of
their impact. While there are several companies throughout the
United States that produce lenticular images, Depthography has
pushed the process to new heights by developing a proprietary
software technique used to create photo realistic, animated 3-D
images. "We've developed this technology to the point where
it has much more potential than what people usually see on Cracker
Jack toys," asserts Robert Mann, founder and president of
Depthography. Other examples of the firm's handiwork can he seen
in the windows of Macy's department store at 34th Street and Herald
Square, Disney Store retail outlets in Lake Buena Vista and Orlando,
FL, and The Virtual Image Gallery, Depthography's lenticular showcase
in the shop's Manhattan headquarters.
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CONTACT: R. Anthony Munn or Sara Cook
TEL. 212-972-9044 · FAX 212-972-9037 or E-MAIL us at e-mail@depthography.com
©2001 DEPTHOGRAPHY INC.
Depthography, Virtual Image Gallery, graphics layout, and content
are copyrighted and registered trademarks of Depthography, Inc.
200012011