StarHub "We Got You" Anamorphic Billboard Case Study
Updated: Jul 1
Introduction
Digital out-of-home (DOOH) advertising is one of the most effective ways for brands to capture attention in high-traffic environments. To maximize impact, LED billboard content must be designed specifically for the screen format, location, and audience viewing experience.
For StarHub's "We Got You" campaign, WOWFX Studios created custom content featuring Sparky and the Hublings for two prominent Singapore locations: six LED pillars at Orchard MRT station and an anamorphic LED display at The Heeren.
Designed to be playful, energetic, and highly visible, the campaign combined character animation, motion graphics, and location-aware storytelling to transform the screens into engaging brand experiences rather than traditional advertising spaces.
Project Overview
Client: StarHub
Campaign: “We Got You” campaign, marking a brand shift beyond the telco category’s usual focus on speed and data to emphasize connection and peace of mind.
Locations: Orchard MRT station and The Heeren, Singapore
Formats: LED pillars, DOOH screens, anamorphic LED display
Deliverables: LED screen animation, DOOH content, anamorphic content, motion graphics, final screen-ready files
The Challenge
Creating content for LED billboards and DOOH screens are very different from producing a regular social media video. Targeted ads and accessibility to the video from mobile devices create a very different strategy as to creating content in public spaces.
In public spaces, people are walking, commuting, or passing by quickly. The content needs to capture attention within seconds. It must be designed to be clear, bold, and easy to understand from a distance.
For this campaign, we had the opportunity to challenge ourselves and work across two different LED formats. At The Heeren, the LED screen was located at Heeren, facing a busy pedestrian crossing.
Following the success of the previous anamorphic activation at The Heeren, StarHub took a bold step by launching a first-of-its-kind six-pillar anamorphic experience at Orchard MRT, transforming an everyday commuter space into an immersive brand moment.
At Orchard MRT, there were 6 LED pillars facing various directions and commuters were coming from various entrances / exits within the station. One key creative challenge was the unusual proximity of the pillars, where traditional standalone content risked feeling visually fragmented and underwhelming.
Our Creative Approach
WOWFX Studios designed the content around three key priorities:
1. Make the message instantly clear
The animation had to be simple enough to understand quickly, even in a busy MRT or shopping district environment.
2. Bring Sparky to life
The character animation needed to feel expressive, playful, and aligned with StarHub’s “We Got You” campaign message.
3. Adapt the creative to the screen format
Each location had different technical and creative requirements. The Orchard MRT LED pillars required strong vertical compositions, while the Heeren anamorphic execution needed perspective, depth, and screen-aware animation.
Content Strategy and Production
Creating the Anamorphic Display at The Heeren
For The Heeren, WOWFX worked on an anamorphic-style LED execution that gave Sparky a stronger sense of depth and presence. Anamorphic content is not simply a video placed on a screen. It requires careful planning around screen dimensions, perspective, viewing angle, animation timing, and how the illusion appears in the real environment.
The result was a more eye-catching DOOH experience that helped Sparky feel like he was interacting with Hubling within the billboard space.
Creating for Orchard MRT’s LED Pillars
For the Orchard MRT activation, WOWFX created content for 6 LED pillars within a high-traffic commuter environment.
The animation was designed to be bold, readable, and visually engaging from different viewing angles. Each pillar contributed to the overall campaign experience while still working as an individual screen.
As anamorphic content is rarely designed across pillars placed in such close proximity, we saw an opportunity to turn a potential challenge into a standout feature by designing content that interacted seamlessly across all six pillars, from coins flying across screens to playful moments between characters.
This helped transform the MRT space into a more dynamic brand experience, making Sparky part of the commuter journey. By transforming a spatial limitation into a dynamic storytelling opportunity, we created a bold and immersive visual experience that amplified the scale of the campaign while reinforcing the campaign’s spirit of effortless connectivity in a way that felt bold, fun and impossible to miss.
Why Screen-Specific Content Matters + Final Deliverables
Many brands already invest in premium DOOH media space, but the creative content often determines whether people actually notice the campaign. Good LED billboard content should be:
Easy to understand within seconds
Readable from a distance
Designed for the actual screen ratio
Visually bold and motion-led
Adapted for the location and viewing angle
Prepared according to media owner specifications
For StarHub’s “We Got You” campaign, the content was created specifically for these screen environments, helping the visuals feel more natural, engaging, and memorable.
Results and Client Outcome
Following the success of StarHub’s anamorphic activation at The Heeren, the Orchard MRT execution expanded the campaign into a first-of-its-kind six-pillar anamorphic experience.
By designing the content to interact across all six pillars, WOWFX turned the unusual screen layout into a dynamic storytelling feature with high audience engagement.
The result was an immersive, high-impact brand moment that brought the playful energy of the Hublings into a busy commuter space while reinforcing StarHub’s message of effortless connectivity.
What Brands Can Learn from This Project
This project shows that great DOOH content should be designed around the actual screen environment, not simply resized from existing campaign assets. When brands use the unique format, location, and audience behaviour of a media space creatively, even physical constraints can become memorable storytelling opportunities.
For brands investing in LED billboards or digital screens, the key lesson is simple: the screen placement gets you visibility, but screen-specific creative is what makes people stop, notice, and remember.
Need LED Billboard or DOOH Content in Singapore?
WOWFX Studios helps brands, agencies, and media partners create content for LED billboards, digital pillars, DOOH screens, anamorphic displays, digital signage, retail screens, and event LED walls.
We can support with:
LED billboard content creation
DOOH creative production
Digital billboard animation
LED screen motion graphics
3D anamorphic billboard content
Digital signage video production
Multi-screen campaign adaptation
Final file preparation for media owner specs
Whether you already have a confirmed screen placement or are still planning your campaign, we can help you create content that is built for visibility, attention, and impact. Beyond producing screen-ready content, we design around the actual media space — considering screen size, viewing angle, audience movement, storytelling flow, and technical specifications.
FAQ section
Q: Can WOWFX create content for LED billboards and DOOH screens?
A: Yes. WOWFX Studios creates screen-ready content for LED billboards, digital pillars, DOOH screens, digital signage, retail displays, event screens, and anamorphic displays. View more of our work here.
Q: Can existing campaign visuals be adapted for LED screens?
A: Yes. Existing key visuals, social media videos, product videos, or brand assets can be adapted for LED screens. However, they usually need to be redesigned for screen size, aspect ratio, viewing distance, and motion clarity. Our team has experience working with partners to help them adapt their content tailored to their needs.
Q: What information do I need to prepare?
A: You should prepare your campaign message, brand assets, screen location, aspect ratio, resolution, duration, technical specifications, and launch timeline.
Q: Can WOWFX work with media agencies or billboard owners?
A: Yes, we have partnered with media agencies and billboard ad space owners to develop content that optimizes to their requirements.
You may also reach out to us here to enquire more on our services tailored to your needs.
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