L'oréal has partnered with specialist production company Made This to launch a 3D anamorphic billboard for its Kérastase brand on Melbourne’s Swanston Street.

The billboard is part of the launch campaign for the Kérastase Première collection and features a 15-second 3D animated video showcasing the Première Intensive Repairing Concentrate product. The outdoor advertising (OOH) campaign runs from 19 August to 26 August.

Account Director for L’Oréal, Carol Cheng, said: “The product appears to soar out of the massive LED screen into the urban landscape, creating a visually striking and immersive experience that reflects the premium nature of the Premiere collection.”

Managing Director of Made This, Vinne Schifferstein Vidal, said: “Our recent expansion into film and creative technology enables us to provide clients with immersive solutions. This campaign for Kérastase is a prime example of our strengthened partnership.”

Launched last year, Made This has a client list that includes L'Oréal, NAB, MYER, and Amazon.