Case study · Automotive / Campaign production
EXEED
Designing motion for a 360° landmark screen.
- Impressions
- 30M+
- Facade
- 360°
- FIFA
- 2022
Automotive / Motion Design / Large-Format Campaign Creative
01The challenge
One campaign. Every angle.
A conventional animation was not enough for a 360° media facade. The campaign had to remain clear and effective from multiple viewing directions around The Torch Doha, without an obvious start point, end point or dead zone.
The physical form added another layer of complexity. The facade widens at the lower section, narrows through the middle and opens again toward the top. That changing geometry can stretch or distort key creative elements if they are treated like a flat rectangular screen.
KHOUSH created the campaign creative displayed on the facade during the FIFA 2022 period. The screen and display infrastructure belong to the venue.
02Our solution
Creative engineered for the form.
Seamless 360° loop
The animation was built so its edges connect continuously, reducing any visible sense of where the sequence begins or ends.
Continuous lateral motion
The full composition keeps moving around the facade, helping the campaign remain active across different high-traffic viewing directions.
Distortion-aware composition
Key elements were positioned and scaled with the building’s changing width in mind so the vehicle, brand and message remained visually controlled.
Landmark-scale creative
The final motion system was designed for the physical environment first, rather than simply enlarging a standard screen advertisement.
03Campaign films
Built to move around the building.
The motion system was designed for continuous visibility across the 360° facade, with sound and movement preserved in the original campaign films.
Film 01Exeed Campaign
Film 02Exeed Animation
05The result
The result
30M+Impressions
A campaign engineered for landmark-scale visibility, translating automotive creative into a continuous 360° viewing experience around one of Doha’s most recognisable structures.
06What this shows
Large-format advertising is not simply about scaling creative up. The environment, viewing angles, movement and physical display geometry all have to shape the design from the beginning.
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