Think Again by IOI Resort City.

Project Brief

The objective was to challenge the notion that there’s “nothing to do” in Putrajaya, using a bold 3D Billboard campaign that visually showcases the wide variety of attractions at IOI Resort City. From shopping, cinemas, hotels, and ice skating to trending activities like pickleball and pet parks—this project was about changing perspectives through a spectacular visual journey.‍

Key Message: “Nothing to do in IOI Resort City? Think Again!”

Ideas & concepts

We took inspiration from campaigns like Meta Quest 3 and Lazada, where real-world and digital billboards are blended to create optical illusions. In our execution, the city begins dark and inactive, followed by the words “Think Again!” lighting up the environment. Objects representing various activities fly toward the screen before settling into their respective zones, bringing the city to life.

We included IOI’s mascot, Oli Oli, to humanize the experience and deliver a cheerful goodbye at the end. This narrative approach turned the billboard into more than an ad—it became a visual invitation to rediscover Putrajaya.

ENVIRONMENT DESIGN

The billboard environment was crafted to evolve with the storyline. It opens with a quiet, dark cityscape—creating intrigue around the tagline, “Nothing to do in IOI Resort City?” As the message shifts to “Think Again!”, the entire city lights up and transitions into a lively, dynamic environment filled with movement and color.

A key highlight happens toward the end: the physical billboard wall on the left transforms into a bold purple wall, revealing the full tagline “Nothing to do in IOI Resort City? Think Again.” in a clean, eye-catching layout. This is followed by Oli Oli, the brand mascot, emerging from the right side of the billboard and waving to viewers, adding warmth and personality to the finale. This seamless integration of physical and virtual elements gives the illusion that the entire billboard is alive and reactive, enhancing the immersive storytelling.

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character animation

We animated the mascot Oli Oli with charming, friendly movements—waving and dressed in holiday attire—to give the billboard a personal, warm touch. The character helped bring a sense of personality and joy to the finale.

Object Modeling & Animation

We modeled over 10 symbolic objects representing IOI’s offerings: pickleball rackets, ice skates, food items, shopping bags, event rings, and more. Each object flies into the frame at the climax and lands in the part of the city it represents, giving viewers a snapshot of all the possibilities in one place.

Special Effects & Simulation

To heighten visual impact, we added simulations such as fireworks, floating hot air balloons, and crowd movement. Lighting transitions play a major role—glowing buildings, moving cars, party scenes, and rooftop events are layered with dynamic simulations to create a sense of real-time transformation.

Lighting & Compositing

The lighting journey follows the narrative: from dim and mysterious to bright and celebratory. Each object and environment piece is lit to draw attention to key moments in the animation, while compositing ensures everything from object shadow to particle effects feels natural and polished.

Conclusion

The IOI Resort City 3D Billboard delivered on its promise—engaging, surprising, and informative. It successfully changed the way audiences viewed Putrajaya, showing it not as quiet or empty, but as an exciting lifestyle hub. The blend of real-time lighting, activity, and detail helped the billboard stand out and communicate the campaign’s message in just seconds.