You're the Goods and Papaya Take "Swing" Film to New Heights

Feb. 10, 2025

Papaya, the mobile gaming company, takes its euphoric Swing ad featuring two people on swings high above the streets of New York, shot in-camera and elevates it further with a DeepScreen 3D version on the Piccadilly Lights in London. The result is a stunning, immersive experience that captivates viewers in a whole new way.

The debut campaign, created by You’re the Goods and directed by Nicolai Fuglsig, launches Papaya as champions of play. Ocean Outdoor’s latest creative technique, based on an age-old technique of "anamorphic" (or "forced perspective"), warps the imagery to create the 3D illusion displayed across Piccadilly Light’s curved screen, giving it an arresting, spectacular twist. 

Launched in December, the film is part of a campaign to establish Papaya’s new "Play On" brand campaign across the UK, the US and beyond, bringing to life Papaya's call-to-arms for adults to let play back onto their lives.

Dom Goldman, Chief Creative Officer & Founder at You’re the Goods, said:

"Witnessing as our heroes swing down the canyon of a city street in New York and into the most iconic site of London, has been captivating and memorable for the audience and reinforces the ambition of Papaya as champions of play."

 

Uri Pearl Stein Head of Marketing at Papaya, said:

"With this campaign, we’re thrilled to push the boundaries of creativity and technology. By taking our 'Swing' ad from the streets of New York to the iconic Piccadilly Lights in London, we’re inviting people to experience the joy of play in a whole new dimension—literally. We hope this immersive, larger-than-life experience encourages everyone to embrace the fun and freedom that play brings."

 

David Tait, Ocean Group creative director, said:

”This campaign is a fantastic example of how DeepScreen can be used with existing footage. Working closely with the agency and client, we identified key moments in the full advert that would lend themselves to 3D. We then carefully extracted and reworked elements to appear in front of the frame, creating a full 3D illusion.”

 

Rather than being created with CGI or AI, the spectacular stunt was captured in-camera, to help the audience share the action’s visceral thrill. The actors swung from a 165-foot-high crane with the help of the stunt team from "Dune", ‘Mission Impossible’ and the James Bond series.

Ocean first launched its DeepScreen® 3D OOH technology enabling advertising to turn great campaigns into something truly spectacular in 2021. It launched DeepScreen® Alive, an enhancement packed with added features – including features such as the opportunity to allow 3D imagery to respond to contextual or environment triggers and allow audiences to interact and participate with images via their mobile in 2023.