Problem
Blockbusters are usually filmed with IMAX-specific cameras that capture up to 40% more of the environment. However, a lot of people still watch these films on smaller screens, where much of that added impact is lost, diminishing the experience the filmmakers originally intended.

Insight
Great film loses its power when shrunk down.  

Solution
To dramatise how much is lost when not watching films on IMAX-specific screens, the real world became the missing part of the frame. Clear billboards in Dubai displayed only a narrow slice of the scene, while the surrounding environment completed the image, visually revealing everything smaller screens leave out.