Dario Spinelli is an experienced creative director who recently collaborated with luxury eyewear brand Oakley on a 3D billboard. Known for its exquisite craftsmanship. The brand's Re:Zero collection celebrates the 30th anniversary of Oakley's classic Sub Zero frame. The lightweight SubZero frame was inspired by the future and debuted in 1992.
The rise of digital advertising billboards
Part of Re:SubZero, the new Oakley frame reinterprets the original style, bringing a 2024 feel to its silhouette. Dario worked on Morphing, 3D billboards In New York's Times Square and Tokyo's Shibuya, it features a spinning silver ball that unveils stylish gradient frames. Dario is the founder of Milan design studio ninja bonsaiFounded in 2005, before becoming an independent experiential creative director, he worked with luxury brands such as Timberland, Ray Ban, and Luxottica, and performed installation design at Salon de Mobile 2024, the most important design fair in Milan, and Furiosalone at Milan Design Week. Berlin IFA et al.
Experimental methods for experience design
What makes Dario stand out as an experienced creative director is his creative need for experimentation. “What sets my approach apart is the relentless pursuit of experimentation—not just cutting edge technologybut also has the concept of experience. To me, the magic lies at the intersection of innovation and practicality. Since my projects always involve a tangible, hands-on component, I believe it is crucial to have a deep understanding of the tools and techniques used.
Times Square attracts audiences
Roughly visible from Times Square in New York City 50 million people The number of visits per year is approximately 330,000 per day. Engaging an audience at such a busy intersection requires skill and talent. For Dario, it depends on a smart approach. “Attracting an audience in a busy place like Times Square is not about making noise, but about arousing curiosity,” he said. “Optical illusions used correctly, such as morphing 3D animations, can be an effective way to attract attention.”
The rise of 3D advertising billboards
3D advertising billboards are becoming increasingly popular around the world. according to Markets and DataAccording to predictions, by 2031, the global 3D advertising signage market will grow from US$5.27 billion to US$11.63 billion. “The growing popularity of 3D advertising boards can be attributed to their subtle interactivity and the sense of wonder they evoke,” he said. “This interactive element – where viewers can adjust their perspective to fully enjoy the illusion – creates a small but meaningful engagement that makes the experience more memorable. 3D advertising boards stand out because they can only be appreciated in person , and therefore very rare.
The future of real-life advertising
While many experts claim that 3D billboards are the future of advertising, Dalio says they are an important piece of the puzzle. “What makes them stand out is their live, face-to-face nature,” Dalio said. “In a world saturated with digital content accessible through any screen, 3D billboards offer something unique – an experience that can only be fully appreciated by being there.”
Dario's distortion method
Dario Spinelli's own unique method of anamorphic distortion focuses on the factors that create the illusion of depth for the human eye. “While perspective distortion of elements is the basis of any morphing effect, it's only the starting point,” he says. 3D advertising billboards are actually designed to create the illusion that the advertising billboard screen “breaks through the surface”. “This involves design elements that seem to extend the screen surface into the film itself, creating a seamless continuation,” he said. “Once established, other elements can convincingly move 'in front' of the extended surface, giving the impression that objects are emerging from the screen rather than just moving within it.” Dalio and Creative Works room, title Working with the Oakley team, the glasses were presented without models, but instead floated on a 3D billboard.
Cooperate with luxury brands
“I like working with luxury brands because they tend to have a strong, clear identity,” says Dario Spinelli. “My approach is to put myself in service of the identity and amplify its voice. It’s not about creating experiences or visuals that resonate with the essence of the brand and its audience. It’s about understanding the subtleties of the brand’s story and translating that into Something tangible and memorable…that enhances the message without overshadowing it.
Follow Dario Spinelli LinkedIn, Instagram and visit his website www.lospino.net.
Photos courtesy of Antitled Studio – Luxottica.
