By Guy Campos in Display, Live Events, US&Canada October 26, 2021 0

The Formula 1 driver can be seen in a PORTL holographic booth, featuring transparent LCD and lightbox technology, promoting the Big Pilot watch.

Luxury watchmaker IWC Schaffhausen has once again deployed the latest AV technology to promote its Big Pilot brand, this time taking a hologram of racing driver Lewis Hamilton on an eight-city tour of America.

IWC previously came to AV Magazine’s attention earlier this year when it became one of the first companies to show a forced-perspective, quasi-3D ad on London’s flagship Piccadilly Lights DOOH screen.

This time the watch company, which is a Mercedes F1 partner, has turned to human-sized holographic booth firm PORTL to attract attention. In its activation, a lifesize Lewis Hamilton steps into the booth from the side and looks at his audience, turning from side to side, before checking his watch.

The promotion first ran in Los Angeles from 23-26 September, before passing through Palo Alto and Newport Beach, California, then Scottsdale, Arizona and Miami, Florida. It can next be seen in Charleston, South Carolina from 28-31 October; in Houston, Texas from 4-7 November; and in New York City from 11-14 November.

Yes, @LewisHamilton is a great race car driver. But he also happens to be a pretty terrific PORTL hologram too. pic.twitter.com/Gjf4XdH0Rd

According to US website Brobible which featured the Lewis Hamilton hologram at the weekend, other celebrities have also taken advantage of PORTL’s holographic booths in recent months, including rapper Sean Coombs, AKA Diddy, who appeared at his son’s birthday party in Los Angeles by hologram while physically present in Miami.

The PORTL booth, which make use of transparent LCD and lightbox technology, has also made its way into medical education at the University of Central Florida, and into television shows, including a Channel 4 reality-TV weight-loss show in the UK.

IWC Schaffhausen ran a forced-perspective, ‘3D’ LED ad for the Big Pilot watch on the Piccadilly Lights screen in London this summer. The promotion was part of trials by DOOH operator Ocean Outdoor prior to the launch of its DeepScreen forced-perspective advertising service for brands across screens in the UK, the Netherlands, the Nordic countries and Germany.

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