Connecting London’s diverse society through a seamless and immersive digital storytelling experience
The challenge
Winning London’s Greatest Advertising Competition was just the beginning for TfL’s Fabric of London campaign. The real challenge? Translating deeply personal stories of London’s diverse communities into a seamless, immersive digital experience at Outernet—Europe’s most advanced wraparound screen space.
Bernadette was tasked with bringing these narratives to life, transforming the campaign’s reimagined TfL moquette into a dynamic, animated tapestry across 23,000 sq ft of floor-to-ceiling digital displays. Working alongside VCCP, Everyone, and TfL’s Product & Industrial Design teams, we needed to craft a technically sophisticated, visually striking, and emotionally resonant experience—one that would immerse audiences in the rich cultural fabric of London.
From synchronising large-scale animations to ensuring seamless motion across Outernet’s ultra-high-resolution screens, our challenge was to elevate storytelling beyond static visuals—creating an experience that truly moves with the city.
The approach
By the time Bernadette joined the Fabric of London campaign, a team of illustrators and animators had already created a wealth of beautiful assets. Our challenge was to take these static and animated elements and craft them into a seamless, immersive digital experience for Outernet’s 23,000 sq ft of multi-angled, floor-to-ceiling screens.
We began by breaking down the assets into individual story sequences, ensuring that each narrative not only stood on its own but also flowed cohesively within the overarching theme—bringing the reimagined moquette to life in motion. The moquette wasn’t just a visual motif; it was the connective thread between London’s diverse stories, and we needed to ensure it remained an integral part of the film’s composition throughout.
To tackle the complexities of designing for an immersive, multi-screen environment, we built a custom 3D preview system. This allowed us to rapidly prototype and test animations in a simulated Outernet space, ensuring that scale, motion, and transitions felt natural across the expansive digital canvas. This real-time previewing process proved invaluable, enabling us to refine details, test visual impact, and maintain narrative clarity even in a space where viewers would be experiencing the film from multiple angles and perspectives.
Weekly behind-closed-door testing sessions at Outernet played a crucial role in fine-tuning the animation. These real-world tests provided insight into what worked within the space, allowing us to refine the stories motion, pacing, and focal points to enhance the audience’s sense of immersion.
By the final test, we had woven the many creative elements into a dynamic, flowing piece that not only told the stories of Londoners but also fully leveraged Outernet’s state-of-the-art digital environment—delivering a campaign that is as visually stunning as it is culturally resonant.
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