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Coffin light

Agency: 
Published/Aired: 
May 2010
Description: 

Microsoft Canada is looking to scare gamers with a unique campaign created to support the launch of Alan Wake, the highly anticipated psychological action thriller game.

Dark is Deadly

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Directors: Arron Isaac, Ben Playford
Copywriters: Natalie Greenspan, Bill Schaefer
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group

Comments (16)

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Highest Rated

manumartin5's picture
manumartin5
Activity Score 1196

Nice concept .. nicely implemented.

nifty1's picture
nifty1
Activity Score 50

erm.. how do they get the light to form a coffin shape..?

Blashyrkh's picture
Blashyrkh
Activity Score 32882

Wondering the same. It looks cool, if it's real.

Guest's picture
Guest

It looks like those "light" fixtures above the billboard could be projectors, but also the billboard looks to be raised. Perhaps there is two layers and simple florescent lighting in between?

Guest's picture
Guest

The Lamp is just a lamp. There are lights shaped like coffin behind the dark material. i guess. and there may be thicker materials framing the lights. so that some perfect edges can occur.

mikeelrapido's picture
mikeelrapido
Activity Score 1929

I agree - if it's real it's great..

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keithstoeckeler's picture
keithstoeckeler
Activity Score 425

Anytime a night light can appear on a billboard is a good day for me.

Guest's picture
Guest

It's real. I live in Toronto and walked past it.

Guest's picture
Guest

Lighting under the billboard.

Shingo's picture
Shingo
Activity Score 408

nice guys

Billoughsby's picture
Billoughsby
Activity Score 5138

Let me join the voices of assent. Well-done.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

It's done with a projector.

Guest's picture
Guest

no, it isn't done with a projector.
It looks like some sort of cloth; at night it has white backlighting that sines through whereas during hte day we can only see the exterior.

Guest's picture
Guest

it's just photoshoped, my guess.

Guest's picture
Guest

These can be achieved with EL lights....namely electro luminescence lightings. All lightings are printed onto the print hence flat ...............
The above is just box lightings.

Billoughsby's picture
Billoughsby
Activity Score 5138

All this kvetchy supposition reminds me of a bunch of squelch kids sitting around debating whether the magician used his sleeve or not ..."Well, if he used his sleeve, it's a dirty cheat..." Who cares!? If it grabs your attention and does it's job, it succeeds. Did it do that? I think so.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

manumartin5's picture
manumartin5
Activity Score 1196

Nice concept .. nicely implemented.

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