To launch the Vertuo Pop in Canada, Nespresso took over four billboards in Toronto’s Dundas Square — one of the busiest intersections in the country. The concept centered around a detailed 3D render of the machine, designed to show it off from every angle and let the product do the talking.

The real fun was in the execution. By framing the screen with a hollowed-out box effect, we created an optical illusion that gave the flat billboard a sense of real depth — as if the Vertuo Pop was actually sitting inside it. Viewed from street level, it felt almost physical. A simple idea, but one that stopped people in their tracks.