VIDEO: Rosamund Pike jumps out of Piccadilly Circus video screen in Amazon Prime promo

Visitors to London’s Piccadilly Circus have been startled by a giant hand ‘reaching out’ from an advertising screen to promote new fantasy drama, The Wheel of Time. 

The hand belongs to the show’s star Rosamund Pike who appears to break out of the digital billboard, followed by a hooded monster and a 3D snake.

The show, which is described as the new Game of Thrones, is being streamed by Amazon Prime. 

Similar advertising campaigns featuring the 3D adverts are taking place in Paris, New York, Madrid and Tokyo. 

Rosamund Pike appears to reach out from a billboard in London’s Piccadilly Circus to promote her Amazon Prime Video show The Wheel of Time

A monster bursts out of the screen at the busy central London location to promote the show

Pike, 42, who plays Moiraine Damodred, head of the all-female Aes Sedai gang in the drama, filmed special scenes for each billboard location to maximise the three-dimensional effect for people on the ground.     

The clip is designed to demonstrate the special powers Pike has within the show.  

The campaign is being run by advertising agency Amplify. 

Alex Wilson, the agency’s creative director said: ‘We filmed Rosamund Pike on set in Prague in collaboration with Amazon Studios, capturing multiple bespoke takes. 

‘Working with Pike and her movement co-ordinator, we developed choreography that would allow her character to feel like she was genuinely reaching out of the screen towards the audience, no matter what city they were in.’ 

He added: ‘For the first time, we captured a live-action shoot with star Rosamund Pike, combining it with show quality VFX and bespoke 3D animation. 

‘In doing so, we have again broken the format of OOH 3D anamorphic illusions and brought The Wheel of Time to life for audiences like no show before.’

Pike, 42, who plays Moiraine Damodred, head of the all-female Aes Sedai gang in the drama, filmed special scenes for each billboard location to maximise the three-dimensional effect for people on the ground

The 3D adverts are appearing in London, Paris, New York, Madrid and Tokyo

Greg Coleman, Amazon Prime Video’s global head of franchise marketing told Adweek: ‘Our characters are so moving and relatable that we wanted to physically bring them into our world,

‘We didn’t feel traditional marketing options could offer enough of a sensory experience, so we looked to more tactile options such as: interactive experiences, 360 trailers and anamorphic billboards—all of which transport our audience into the world of the show.’