Rooh AfzaBringing Pakistan's Most Iconic Beverage to Life on a Giant Anamorphic Screen
In collaboration with lead agency Digitz, Elipse Studio engineered a naked-eye 3D anamorphic corner billboard for Rooh Afza—combining hand-drawn storyboards, forced-perspective math, and Houdini fluid simulations.
In partnership with lead agency Digitz, Elipse Studio engineered a forced-perspective 3D anamorphic illusion for Hamdard's legendary Rooh Afza.
Rooh Afza (Hamdard) • Lead Agency: Digitz
“Collaborating with the creative team at Digitz, we mapped optical contrast between lush emerald greenery and deep ruby-red syrup to create an unforgettable visual shockwave at the intersection.”
— Bilal Lania — Creative Director
From Hand-Drawn Sketches to Narrative Flow
The Mathematics of Forced-Perspective (The Sweet Spot)
Visual output
Project Frames & Animation Highlights
Measurable impact
Measurable Campaign Impact
HOW WE DID IT
The Creative & Technical Pipeline
The Narrative Flow (Mapped from Storyboard)
Beginning with turbulent water veiling an organic green oasis (Frames 1–2), the water drains to reveal a lush emerald backdrop that makes the crimson Rooh Afza bottle pop (Frames 3–5). The bottle accelerates forward through swirling currents (Frame 6), punches 15 feet out of the virtual architectural box (Frame 7), and finishes with a viscous red syrup vortex for a seamless infinite loop (Frames 8–9).
The Mathematics of Forced-Perspective (The Sweet Spot)
We surveyed exact pedestrian crossing and vehicular sightlines at the intersection to locate the optical "Sweet Spot." By constructing a virtual 3D shadow box matching the exact pixel dimensions of both 90-degree LED faces and casting interior shadows, we fooled the viewer's brain into perceiving a deep, 50-foot architectural cavity inside a flat screen.
3D Asset Craftsmanship & Viscous Fluid Dynamics
We modeled the classic fluted bottle profile, gold twist cap, and vintage label from physical calipers with custom dielectric glass shaders for realistic caustics. Two simultaneous Houdini fluid pipelines were engineered: clear aerated water (low viscosity, micro-air bubbles) and Rooh Afza syrup (high viscosity, deep crimson subsurface scattering, and slow swirling motion).
Breaking the Fourth Wall (The Illusion of Pop-Out)
When the Rooh Afza bottle moves forward, it crosses the virtual border of the building's simulated architectural ledge. We rendered dynamic shadow passes that spill over the bottom edge of the LED frame onto the building's physical surface, convincing viewers on the street that the bottle and droplets have physically exited the screen.
High-Nits Color Calibration for Outdoor Daylight
We calibrated the color grading to account for the screen's 6,500+ nits brightness and local ambient daylight. By boosting the contrast curve of the red syrup and calibrating highlights to avoid clipping in direct sunlight, the billboard maintained its deep, rich appetizing look from midday sun through midnight.
PRODUCTION PIPELINE
Formal Project Credits
Lead Creative Agency: Digitz
CORE TOOLS & PIPELINE:
FAQ
Frequently Asked Questions
The Rooh Afza naked-eye 3D anamorphic billboard was created by lead agency Digitz in partnership with Elipse Studio, who handled creative storyboarding, 3D CGI production, fluid simulations, and anamorphic perspective engineering.
Anamorphic 3D uses forced-perspective optical distortion across a 90-degree corner LED display. By mapping virtual light and shadows to an exact street-level viewer "sweet spot" and extending 3D elements beyond a virtual architectural frame, human binocular vision perceives depth and pop-out effects without 3D glasses.
The campaign deployed dual-phase procedural fluid dynamics in Houdini to simulate low-viscosity clear water turbulence alongside high-viscosity, rich red Rooh Afza syrup with realistic surface tension and light refraction.
Turn High-Traffic City Corners into Viral Brand Landmarks
Whether you are planning a 3D anamorphic campaign for a major retail hub, Times Square, London Piccadilly, or regional LED landmarks, we engineer the mathematics, creative direction, and CGI from sketch to screen. Send us your LED screen specs for a viewpoint feasibility audit.