Fanta: Bricking It Lane
One mural. One well-timed scare.
For Halloween on Brick Lane, Fanta turned a painted mural into a live projection-mapped surprise.
As Creative Director at Pixel Artworks, I helped turn the existing Shadow Hands idea into an executable street activation, developing the visual approach, working between animation and technical teams, and shaping how the experience would actually work on the night.
Role
Creative Director
Created at
Pixel Artworks
Format
Interactive Projection
Location
Brick Lane, London
Wait for it
The scare only worked if it landed at exactly the right moment.
A live operator watched the street and triggered different animations as people approached, from creeping hands and werewolf claws to shadows dropping into frame, each paired with sound for the jump.
The painted mural remained the starting point, with projection adding movement, atmosphere and just enough life to make the wall suddenly behave in a way nobody expected.
See the scare in action
Project credits
Creative Direction: Max Italiaander at Pixel Artworks
Created for Fanta in collaboration with Kinetic and Myth Studios.
Animation by Myth Studios.
Production imagery courtesy of Pixel Artworks.