Interactive murals — walls that come to life

One mural, two faces.

The advance of technology is not bypassing the advertising industry and the OOH market either. In the competition for audience attention, surface owners are constantly searching for new ways to make their message more compelling. After anti-smog murals, the time has come for an interactive format — also known as a motion mural.

The combination of technology and an artist's craftsmanship enhances the message and amplifies the effect that brands want to achieve. Despite its advertising format, this innovative form receives positive responses and is genuinely appreciated by audiences.

A title millions had been waiting for.

"Dying Light 2 Stay Human" is the latest production from Techland, one of the most recognisable game developers and publishers in Poland. Fans had waited seven years for the sequel to the Wrocław studio's blockbuster. The premiere took place on 4 February 2022.

In the final stage of the marketing campaign, a mural became the centrepiece of the promotion — one whose concept corresponded with the game's mechanics. In both cases, the situation changed depending on the time of day. The secret revealed itself after dark and surprised audiences with its form.

"A motion mural is a combination of a painted layer and technology. In this case, we presented an animation developed specifically for the finished mural, which is displayed using a very powerful projector after dark. This allowed us to reference the mechanics and atmosphere of 'Dying Light 2' more precisely, surprising audiences with a dynamic form after dark," says Karol Szufladowicz of Good Looking Studio, which was responsible for executing the mural.

Highlighting product values and features.

New Balance also chose the motion mural format. In May, the brand was promoting a new product line meeting the criteria for the use of environmentally friendly materials in footwear and clothing.

The company established criteria that every product bearing the symbol must meet and named them the New Balance Green Leaf Standard. Choosing more environmentally friendly fibres and materials is their direct way of reducing negative environmental impact.

On one of the two monumental walls at Metro Politechnika in Warsaw — where non-standard solutions regularly appear — a grey New Balance 574 shoe model could be seen against a green background. After dark, leaf symbols appeared on the mural, the same symbol used across the entire environmentally friendly product line.

Innovation valued.

Every project of this kind draws the eye of passers-by even after sunset. A message in this format allows for more content to be conveyed without losing engagement. On top of that, it reaches audiences through its exceptional form.

A motion mural has wide potential applications, whether promoting a film premiere, a product launch, or highlighting a variety of colours and flavours.

Article published: March 2022