The Art Of The 3D Billboard With Experiential Creative Director, Dario Spinelli

Dario Spinelli is an experiential creative director who recently worked on a 3D billboard with luxury eyewear brand, Oakley, known for their craftsmanship. The brand’s Re:Zero collection celebrated the 30th anniversary of Sub Zero, Oakley’s classic frame. The inspiration of that lightweight SubZero frame is the future, and appeared for the first time in 1992.

The Rise Of Digital Billboards

As part of Re:SubZero, new Oakley frames are a reinterpretation of the original style, bringing a 2024 touch to their silhouette. Dario worked on anamorphic, 3D billboards in Times Square, New York, and in Shibuya in Tokyo that features a rotating silver ball that unveils the stylish, gradient frames. Dario is the founder of a Milan-based design studio Bonsai Ninja, founded in 2005, before going independent as an experiential creative director, and has worked with luxury brands like Timberland, Ray Ban, Luxottica, and installations at Milan’s foremost design fair, Salon de Mobile 2024, as well as Furiosalone at Milan Design Week, the IFA Berlin and more.

An Experimental Approach To Experiential Design

What makes Dario stand out as an experiential creative director comes from his creative need to experiment. “What sets my approach apart is a relentless drive to experiment—not just with cutting-edge technologies, but also with the very concept of what an experience can be. For me, the magic lies in the intersection of innovation and practicality. Since my projects always involve a tangible, hands-on component, I believe it’s crucial to have a deep understanding of the tools and technologies at play.”

Captivating Viewers In Times Square

Times Square in New York City sees roughly 50 million people visit per year, with roughly 330,000 visitors a day. Captivating viewers in such a busy intersection requires skill and talent. To Dario, it comes down to a clever approach. “Captivating viewers in a bustling place like Times Square isn’t about being the loudest—it’s about sparking curiosity,” he said. “The correct use of optical illusions, like anamorphic 3D animations, is a powerful way to draw attention.”

The Rise Of 3D Billboards 

3D billboards are growing in popularity worldwide. According to Markets & Data, the global 3D billboard market will grow from $5.27 billion to $11.63 billion by 2031. Dario showed the power of 3D billboards with the Oakley Re:Zero project in New York City and Tokyo. “The growing popularity of 3D billboards can be attributed to their subtle interactivity and the sense of wonder they evoke,” he said. “This interactive element—where viewers adjust their perspective to fully enjoy the illusion—creates a small but meaningful engagement that makes the experience more memorable. 3D billboards stand out because they can only be truly appreciated in person, making them rare,” said Dario. 

The Future Of IRL Advertising

While many experts claim that 3D billboards are the future of advertising, Dario said they are an important piece of the puzzle. “What makes them stand out is their live, in-person nature,” said Dario. “In a world flooded with digital content accessible from any screen, 3D billboards offer something unique—an experience you can only fully appreciate by being there.”

Dario’s Approach To Anamorphic Distortion

Dario Spinelli’s own unique approach to anamorphic distortion focuses on what creates an illusion of depth to the human eye. “While the perspective distortion of elements is the foundation for any anamorphic effect, it’s just the starting point,” he said. 3D billboards are really about creating the illusion of “breaking the surface” of the billboard screen. “This involves designing elements that appear to extend the surface of the screen into the video itself, creating a seamless continuation,” he said. “Once this is established, other elements can convincingly move ‘in front’ of that extended surface, giving the impression of objects emerging from the screen rather than just moving within it.” Dario and the creative studio, Antitled worked with the Oakley team to display the eyewear without models – but rather floating in the 3D billboard. 

Working With Luxury Brands

“I love working with luxury brands because they often have a strong, well-defined sense of identity,” said Dario Spinelli. “My approach is to put myself in service of that identity and amplify its voice. It’s not about crafting experiences or visuals that resonate with the brand’s essence and audience. It’s about understanding the subtleties of the brand’s story and translating them into something tangible and memorable… Elevating the message without ever overshadowing it.”