Commuters walking through a tunnel in San Francisco's Montgomery Station suddenly found themselves walking through the Delicate Arch, exploring the Arches National Monument in Utah. A clever OOH idea by agency Struck 'wrapped' the tunnel with images from the Arches National Park to create an optical illusion and brought the beauty of Utah to San Francisco commuters.
The tunnel wrap was made in collaboration with 3D illustrators who scanned the tunnel in all its dimensions. Then, the scans were plotted based on GPS coordinates in a 3D architectural rendering program.
It's a beautiful idea, one that could probably be duplicated for tourism campaigns all over the world.