Extraordinary DOOH is an outdoor experience created for Xiaomi, built around the power of anamorphic illusion. The brief was simple: highlight the key features of the upcoming smartphone series, with a strong focus on its ultra-fast 22-minute charging capability.

HCF was brought in by the talented team at Alkanoids in Milan to support the design and pacing of the piece. Together, we crafted a visual journey where the phone interacts with architecture and space, using anamorphic perspective to break the boundaries of the screen. The result is an immersive illusion that comes to life only from a precise viewing point, transforming a flat surface into a dynamic, three-dimensional experience that captures attention and amplifies the product’s impact in a truly memorable way.