‘The Wheel of Time’ global anamorphic launch


Client: Amazon Prime Video

The world’s first live-action anamorphic billboard…

To mark the premiere of the new fantasy series ‘The Wheel of Time’, Prime Video tasked Amplify with delivering a never-before-seen launch moment that would inspire a global audience. Brought to life as a series of epic anamorphic illusions across six of Amazon’s key global markets - London, New York, Tokyo, Stockholm, Oslo and Milan

In a world first, Amplify fused live action filming of the cast on set with anamorphic CGI and digital out of home. Each location required a bespoke performance which was planned in minute technical detail to maximise the illusion. Viewers were immersed in a battle between the ‘Light’ – Rosamund Pike’s character Moiraine – and the ‘Dark’ – an evil Fade, commander of the dark army – as the two appear to break the 4th Wall and interact with our IRL environments. 

Experiences were locally enhanced with physical launch moments, such as an appearance from series lead Rosamund Pike in London’s to an immersive performance in New York’s Time Square. 

Witnessed by many in IRL but experienced by many more through content, it successfully engaged audiences online and offline, exceeding all expectations. The campaign achieved over a million organic social shares, coverage everywhere from The Washington Post and the Daily Mail and to major meme accounts from @memezar to @cabronazi, with a final media reach figure in excess of 809 million. 

The campaign catapulted The Wheel of Time to become Prime Video’s most watched series premiere of the year.