The objective of this work was to translate the psychological horror of IT: Welcome to Derry into a high-impact digital out-of-home moment that felt both familiar and deeply unsettling. Drawing from the show’s key art and supplemental print assets, we set out to preserve the nostalgic, small-town visual language audiences recognize, then subtly destabilize it.
Rather than reinventing the imagery, our goal was to recontextualize it for a 3D environment in a way that amplified its meaning. By introducing restrained, ominous motion to otherwise static compositions, we allowed Pennywise’s presence to feel invasive rather than overt, transforming comfort into unease in real time. The work was designed to reward attention: at first glance, the imagery appears benign and reminiscent of the past, but the longer viewers look, the more something feels wrong.
We approached the 3D cube as an adaptation challenge rather than a blank canvas. Our strategy was to extend the campaign’s existing visual system into a dimensional format without breaking its tone or continuity. Starting from the approved key art and supplemental print assets, we re-engineered compositions to account for depth, scale, and multi-angle viewing in a real-world environment.
The execution prioritized precision over volume. Motion was treated as a design tool, not an effect, used sparingly to activate the cube’s dimensionality and guide the eye. Elements were layered and timed to feel intentional and controlled, allowing the imagery to evolve without overwhelming the frame. This ensured the work remained legible at a distance while revealing additional detail for viewers who lingered.
A primary challenge was translating flat artwork to a complex 3D surface while maintaining clarity, balance, and brand integrity. Through close collaboration and iterative testing, we refined perspective, pacing, and animation to ensure the piece functioned cohesively across all sightlines.
The result is a bespoke 3D execution that elevates existing assets, demonstrates disciplined craft, and uses the medium with purpose rather than excess.
We were able to use the unique dimensionality of the NYC 3D cube to create a slow-burn horror experience, one that mirrors the show’s core promise. This wasn’t about jump scares or spectacle, but about tension, intrusion, and the sense that something dangerous lives just beneath the surface. Ultimately, the piece signals to audiences that Derry may look like the place you remember, but it has never truly been safe.
