Static murals are already hard to ignore. For the launch of Forza Horizon 6, we found a way to give them another gear.

In collaboration with Colossal Media and Overall Murals, we projection mapped five hand-painted murals across New York and Los Angeles, bringing the artwork to life after dark through full-motion digital projections. By day, the murals stood as massive, hand-painted canvases. At night, they changed completely.

Tires spun and kicked up smoke. Leaves fell across the walls. Mother Nature came alive. Elements of the game moved beyond the original artwork, adding motion, depth, and a new layer of storytelling to each location.

The campaign paired two very different disciplines—traditional hand-painted murals and digital projection mapping—to create an experience that shifted with the time of day. People could encounter the artwork one way during the day and come back to find something entirely different at night.

Projection mapping is becoming an increasingly popular tool for brands looking to connect with audiences in more inventive ways.