The Refinery created a digital out-of-home suite for Peacock’s The Copenhagen Test — translating the campaign’s established key art language into custom anamorphic 3D OOH for New York and LA Live, plus digital taxi toppers designed to extend the title across real-world placements. The premiere delivered: 373 million U.S. viewing minutes in its first full week on Peacock, launching the series as a Top 10 streaming original.
The challenge
For The Copenhagen Test, the campaign already had an established visual language through its key art. The job was not to reinvent it. The job was to make it move, scale, and hold its meaning across public digital placements.
That meant translating the key art into 3D digital OOH that could feel dimensional, cinematic, and specific to where it lived. A New York placement had to compete with Times Square-scale density, where pedestrian traffic is commonly estimated around 200,000 to 250,000 people a day. The LA Live execution had a different kind of pressure: the Moxy digital spectacular is a nearly 15,000-square-foot, full-motion placement positioned opposite Crypto.com Arena and the Los Angeles Convention Center, serving an entertainment district with an estimated 60,000 to 120,000 potential daily exposures.
So the creative had to do more than scale up.
It had to behave correctly in place.
The idea
The Refinery approached The Copenhagen Test by treating the key art as a visual foundation, not a fixed object.
We translated the campaign’s established look into an anamorphic digital OOH suite designed to scale across placements, platforms, and real-world environments. The 3D billboards were not simply animated versions of the key art. They were custom outdoor executions built to carry the campaign’s visual language into physical space.
One 3D billboard was created custom for New York. Another was created custom for LA Live. Digital taxi toppers extended the campaign into street-level movement, giving the title another way to meet audiences outside the platform.
Whether The Refinery is creating the key art or building from it, the goal is the same: make the campaign work everywhere.
What The Refinery made
Anamorphic 3D digital OOH
The Refinery created anamorphic 3D digital OOH for The Copenhagen Test, translating the campaign’s key art language into dimensional outdoor creative designed for public environments.
Custom New York 3D billboard
The Refinery created a custom 3D billboard for New York, adapting the campaign’s visual system for a high-density urban placement built for pedestrian traffic, visual noise, and social capture.
Custom LA Live 3D billboard
The Refinery created a custom 3D billboard for the Moxy digital spectacular at LA Live, designing for the scale, environment, and event-driven audience behavior of the placement.
Digital taxi toppers
The Refinery created digital taxi toppers for The Copenhagen Test, extending the campaign into street-level movement and everyday city visibility.
Key art adaptation and campaign scaling
The Refinery translated the established key art system into digital outdoor formats, preserving campaign recognition while expanding the work across placements, platforms, and environments.
Honing icon
The Refinery created a small honing icon for the OOH campaign that the client liked enough to add back into the key art. A tiny detail. A very good sign.
Production, finishing, and delivery
Across the digital OOH suite, The Refinery supported motion creative, production artwork, finishing, and final delivery so the work held together across 3D billboards, taxi toppers, and campaign placements.
Why it worked
The Copenhagen Test campaign worked because the digital OOH did not treat key art as something to simply resize. It treated the key art as a system to translate.
That distinction matters. When key art moves into 3D OOH, the creative has to understand scale, motion, dimensionality, viewing angle, environment, and the way people encounter outdoor media in real life. A New York 3D billboard behaves differently than an LA Live spectacular. A taxi topper behaves differently again, moving through the city rather than waiting for the audience to come to it.
The Refinery built the suite to respect those differences while keeping the campaign visually connected. The result was a Peacock streaming campaign that felt consistent, dimensional, and flexible across environments. The honing icon becoming part of the key art showed the best kind of adaptation: not just faithful, but additive.
Project details
Client: Peacock
Title: The Copenhagen Test
Assignment: Translate an established key art system into high-impact digital OOH for a streaming campaign
Project scope: Anamorphic 3D OOH, custom New York 3D billboard, custom LA Live 3D billboard, digital taxi toppers, key art adaptation, motion creative, production artwork, finishing, and final delivery
Markets: New York and Los Angeles