Case Study:

Wild Scream: Diesel Augmented Reality Retail Experience at Westfield


Diesel fragrances were looking to make an impact to launch their new men’s fragrance with a cutting-edge DOOH installation.


 Quick Facts:

  • Who: Electrify for Diesel
  • What: Augmented reality experience
  • Where: Westfield London
  • When: 2014
  • Tech: Custom made booth, motion / audio sensors


Brand engagement agency, Electrify, approached INITION to create a captivating and engaging digital out of home (DOOH) installation to help launch the latest Diesel male fragrance, Only the Brave Wild at Westfield London.

In keeping with the Wild theme of the fragrance branding, the experience invited Westfield London shoppers to ‘release their inner animal’ via the themed booth located in the shopping centre’s central Atrium.

The experiential retail project had to encompass an exciting, ‘share-worthy’ experience that users could disseminate on their own social media channels via the hashtag #WildScream.


Using green screen technology, guests stepped into the booth where they were transported amidst the concrete metropolis depicted from the original tv advert. 


When prompted, participants roared into the microphone, causing the background to transform from a concrete jungle to a literal one. The louder the yell, the more the foliage grew, with the optimum outcome leaving the participant surrounded by intense, wild jungle-like plantlife.

To achieve the look and feel of the initial concrete cityscape we used a mixture of matte painting, set extension, CG modelling and grading so that it matched the existing visuals from the advert. Once all the render elements were composited together, we added atmospherics, depth of field blur and final grade to complete the look.

In order to create the jungle, we invested significant time exploring ways the foliage could overtake the cityscape, interacting with the various objects and buildings to achieve a realistic outcome. As this wasn’t a static environment, we staggered the simulated jungle elements over time to match the potential behaviour of the participant’s interaction; should the user complete the total ten second experience, the cityscape would reach total jungle inundation.

Diesel – OTB Wild – Shot Breakdown from BackflipBedlem on Vimeo.

After the participant exited the booth, they were invited to view their wild experience on the huge 13m wide ‘Centre Spectacular’ screen in the Atrium, which was developed with a short time delay in place prior to each screening.

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The experience was installed at Westfield London for a 3-day period, from the 30th August to the 1st September, during which time Diesel promotional staff were on hand to promote and assist with the running of the experience.

Speaking of the event, Electrify CEO and Exec-Creative Director, Shaz Smilanksy said “We are proud to create a media first, bringing a multi-sensory, augmented reality video experience to Westfield; it’s an approach we believe will achieve great cut-through and deep brand engagement, ultimately bringing a truly memorable and meaningful experience of the Diesel OTB Wild fragrance to the consumer.”

Enjoyed by hundreds of shoppers, the experience was a great success and was featured on The Drum.