Out of Home (OOH) has a lot to live up to. Thanks to the sweeping, cinematic landscapes that have been relayed from the minds of science fiction writers and etched into film history, OOH advertising forms as much a part of society’s collective vision of the future as robots and flying cars.

Over the years, cinema has projected and predicted a time when we will move through increasingly connected smart cities that form a living canvas for ever-more sophisticated, engaging and dramatic digital brand messages.

Arguably the most iconic and enduring of these visions is the one created in 1982 by Ridley Scott in Blade Runner. Set in a dystopian Los Angeles in 2019, bounty hunter Rick Deckard, played by Harrison Ford, is tasked with hunting down replicants in a high-tech world where boundaries between human and machine have blurred, calling into question the very nature of reality and our perception of it.