3D Anamorphic Screen and GITEX Stand
Commercial Bank International (CBI) is a UAE-based bank offering a range of personal and corporate banking services. The bank was in the midst of a digital transformation overhaul which included its AI-driven services and online customer experience. As part of the process, we were tasked with developing a 3D screen content experience for their Dubai Mall branch.
The objective was to create an eye-catching experience that would welcome both new and existing customers while offering a glimpse into their digitally led banking services. Our content moodboard drew inspiration from futuristic spatial elements, sleek design aesthetics, and key brand cues.
Initial storyboards were sketched to outline the animation, followed by several rounds of feedback to strike the right balance between showcasing the bank’s services and maximizing the impact of the 3D screen.
Once the storyboards were approved, the animation team began bringing the concept to life. The process started with a full pre-visualization, enabling us to fine-tune timings and key visual moments.
Additional pre-visualizations were developed to simulate key effects such as sand, water, and frosted glass, allowing for more precise refinement of the visual impact.
Midway through the project, we were given an additional scope: to design an exhibition space for GITEX, the region’s largest tech event. This space would feature the 3D screen installation, which, following our operational planning, would later be relocated to the bank’s Dubai Mall branch as originally intended.
The final animation was delivered and integrated into the GITEX stand. Additional touchpoints included two AI avatars displayed on screens, designed to interact with visitors in both English and Arabic. These prompt-based avatars allowed users to intuitively explore CBI’s digital banking services.
Personally, it was incredibly rewarding to see nearly all the initial storyboard sketches come to life as a fully realized 3D content piece.
Credits
Client: CBI
Agency: MCH Global
Creative and Design Lead: Sachi Ediriweera
Account Director: Amiel Baluch
Production Manager: Vimal Vinod
