HENRY FORD HEALTH X DETROIT LIONS - WE ARE HENRY / 3D Anamorphic Billboard / Ford Field, Detroit
Campbell Ewald / OUTFRONT
A season on the rise. A city behind its team. We launched a massive 3D anamorphic takeover for Henry Ford Health, the official healthcare provider of the Detroit Lions—starring the unstoppable Amon-Ra St. Brown. The wraparound screen became our stadium. Amon-Ra bursts from left to right, colliding with bold supers driving the opposite way. Every move—jump, spin, breakthrough—turns the space into a clash of speed, strength, and design.
We developed an illustrative approach to amplify and exaggerate Amon-Ra’s action, turning his drive into a larger-than-life push toward touchdown. Obstacles become part of the choreography, and each breakthrough builds momentum.
Detroit itself powers the scene: the city skyline transforms into an EKG line, symbolizing Henry Ford Health’s unwavering support for the team and the heartbeat of its fans. The moment peaks with a touchdown spike that morphs into the “Y” in WE ARE HENRY—a seamless fusion of athlete and brand, health and victory, Detroit and its Lions.
Creative Development
WE GO FOR IT. WE ARE HENRY.
Not just a line—Detroit’s rallying cry for a season built on grit, pride, and going all in.
