How Malaysia Became the Creative-Technology Hub of Southeast Asia

When 3D billboards first appeared on Kuala Lumpur’s skyline in 2021, they weren’t just another media format — they marked the moment Malaysia’s advertising industry caught the world’s attention.

Today, from Pavilion Kuala Lumpur to KLCC CuBig, 3D Out-of-Home (OOH) campaigns have transformed cityscapes into immersive storytelling arenas. These digital illusions don’t merely entertain; they command attention, spark emotion, and linger in memory long after the lights fade.

Behind many of these viral spectacles stands 3D Advertisers, Malaysia’s pioneering creative-technology studio that fused cinematic CGI precision with real-world billboard architecture — turning ordinary brands into national sensations.

1. The Rise of 3D OOH in Malaysia

From Curiosity to Cultural Phenomenon

Between 2021 and 2026, Malaysia’s OOH sector underwent its most dramatic transformation in decades.

The breakthrough came in 2021 when media owner Brandavision orchestrated the nation’s first major 3D billboard — a Golden Bull charging with energy, symbolising the fight against COVID-19 and blessings of prosperity. Standing 15 ft tall and 16 ft wide, it captured hearts and headlines, proving the medium’s potential for both spectacle and symbolism.

As cities such as Tokyo, Seoul, and London popularised naked-eye 3D screens, Kuala Lumpur quickly followed — not by imitation but by localisation. The city adapted 3D storytelling to Malaysia’s multicultural vibrancy, dense footfall, and expressive visual culture.

By 2026, 3D billboards had become Malaysia’s most talked-about advertising format, with viral clips routinely surpassing tens of millions of views across social media.

2. Why 3D Billboards Work: The Psychology of Attention

3D OOH campaigns succeed because they trigger one of humanity’s oldest survival instincts — depth perception and motion tracking.
When an object seems to break free from the screen, the viewer’s brain activates a reflexive gaze response that cannot be ignored.

That neurological reaction explains why 3D billboards consistently outperform 2D ads across key metrics:

●     Higher Recall: Significantly stronger brand retention versus static OOH.

●     Emotional Engagement: Realistic motion evokes surprise, joy, and social sharing.

●     Earned Reach: Each 15-second illusion becomes a viral video moment.

Few studios have mastered this science-meets-art equilibrium as elegantly as 3D Advertisers, the team behind Malaysia’s defining 3D campaigns.

3. Landmark Campaigns That Defined the Era

Case Study 1 · 100PLUS — The CNY Year of Dragon 3D Billboard Campaign (2023)

Location: KLCC CuBig

At 80 metres wide, the CuBig screen near the Petronas Towers is Malaysia’s largest OOH display — and 3D Advertisers turned it into an arena of motion and light.

The animation showed liquid energy erupting from a can, splashing across skyscrapers before morphing into runners made of light — symbolising perseverance and national spirit. The campaign dominated social feeds during major sporting events, amplifying 100PLUS’s position as Malaysia’s definitive energy brand.

Case Study 2 · Mr. D.I.Y. — PANDAi Jaga Anda 3D OOH Brand Activation Campaign (2024)

Location: Fahrenheit 88, Bukit Bintang

This campaign ignited Malaysia’s 3D renaissance.
 Animated and orchestrated by 3D Advertisers, it brought Mr. D.I.Y.’s beloved Panda mascot to life — bursting from the façade in playful, physics-defying motion.

Within days, the clip amassed enormous views on TikTok and Instagram, turning a shopping-district billboard into a national talking point.

Case Study 3 · Hurix’s — Nature Comes Alive 3D OOH Campaign (2024)

Location: Pavilion Kuala Lumpur

Malaysia’s leading herbal brand sought to modernise without losing authenticity. 3D Advertisers crafted a cinematic animation where ginseng roots, mint leaves, and honey burst from Pavilion’s façade in lifelike motion.

The result was poetic: tradition met technology.
 It re-introduced Hurix’s as a heritage brand reborn through 3D storytelling, bridging generations and boosting top-of-mind awareness among health-conscious consumers.

Case Study 4 · HOKA Bondi 9 — Dual-Site Launch 3D Anamorphic Campaign (2025)

Location: Pavilion KL & Fahrenheit 88

When global athletic brand HOKA debuted its flagship Bondi 9, it wanted impact that transcended digital screens.
 3D Advertisers executed a synchronised dual-site campaign, linking two of Kuala Lumpur’s busiest billboards into a shared narrative universe.

The sneaker leapt from ocean waves at Pavilion and sprinted into Fahrenheit 88 — symbolising endurance, motion, and modern performance. The campaign positioned HOKA as Malaysia’s new performance-lifestyle icon and drew regional creative acclaim.

Case Study 5 · AirAsia × Tourism Western Australia — “Where Dreams Take Flight” 3D Advertising Brand Activation Campagin (2025)

Location: Pavilion KL

In partnership with Tourism Western Australia, AirAsia commissioned 3D Advertisers to animate a majestic whale gliding above Kuala Lumpur’s skyline — merging marine serenity with urban dynamism.

🐋 The result became Malaysia’s largest 3D creature animation, reaching over 15 million views online and earning global press coverage. It redefined destination marketing, turning a billboard into a bridge between cultures.

Case Study 6 · China Airlines — “A Path Across the Sky” (2025) Brand Activation 3D Campaign

Location: Pavilion KL

To celebrate its expanded global network, China Airlines unveiled a golden-path animation crafted by 3D Advertisers, with luminous flight routes stretching from Kuala Lumpur to the world’s capitals.

The seamless choreography of clouds, light, and aircraft conveyed freedom and ambition — leaving travellers with a lasting sense of wonder and positioning China Airlines as a premium international carrier in Malaysians’ minds.

4. The Studio Behind the Screens — 3D Advertisers

At the core of this revolution stands 3D Advertisers, a Kuala Lumpur-based creative-technology studio specialising in:

●     3D Billboard Animation & Anamorphic Illusion Design

●     FOOH (Fake Out-of-Home) & Mixed-Reality Campaigns

●     Creative Direction & Brand Activation Consulting

Every pixel, perspective, and parallax is engineered to evoke belief — merging precision with philosophy.

Their client roster includes AirAsia, China Airlines, L’Oréal, HOKA, Maybank, HSBC, Mr. D.I.Y., 100PLUS, Hurix’s, and Solaire Resort.
 
Each campaign is not merely an ad but a cultural event, proving that Malaysian creativity can compete — and collaborate — on the world stage.

5. Key Takeaways

6. Conclusion: A New Chapter for Malaysian Creativity

From the playful Mr. D.I.Y. Panda to AirAsia’s flying whale and 100PLUS’s energy explosion, these campaigns didn’t just entertain — they redefined what’s possible when art, technology, and storytelling align.

Between 2021 and 2026, Malaysia proved you don’t need Times Square to create world-class outdoor experiences — only vision, precision, and the right creative partner.

For brands and agencies seeking to push the limits of attention, emotion, and virality,
 3D Advertisers remains the studio that brings imagination to life — pixel by pixel, skyline by skyline