Nintendo 3DS is a revolutionary handheld gaming system that has the ability to display 3D graphics without the use of special glasses. This ad campaign concept features various optical illusions. These unique displays warp perception, focus, depth, and movement - just as Nintendo 3DS does to achieve its effect.

This ad campaign concept won the A. Jerome Jewler Award for Best of Show at the USC Journalism School in 2011.


Autostereograms (also known as Magic Eye illusions) are used in a series of print ads due to the intimate interaction they require. Autostereograms allow the viewer to perceive three dimensions if they can overcome the brain's natural tendency to focus and converge on objects. Each 3D image is related to the game it is promoting, and the average gamer will recognize the popular shapes and symbols hidden within the scrambled page.


Scanning animations are used on bus stop advertisements. These animations work by sliding a transparent sheet over a static image. The transparent sheet has a series of bars printed on it that are sized so they only reveal one frame of the animation at a time. See it in action here:

The two-sided arrow is securely fastened to the poster by a clear piece of plastic laying over the middle, allowing people to slide the arrow left and right, which will produce the animation.


An outdoor display implements anamorphosis, a distorted projection or perspective requiring the viewer to occupy a specific vantage point in order to properly see the image. A Nintendo 3DS painted on the sidewalk of an urban environment only comes together when the viewer is in this exact position. From all other angles it appears distorted. The nature of the illusion allows it to attract attention from all angles as people investigate the production of an odd figure due to the improper perspective.