Sky has brought a whole new meaning to “unmissable content” – quite literally – with its latest bold takeover of London’s iconic Piccadilly Circus advertising screens.
In a dazzling new campaign that went live on 14th April, Sky is using cutting-edge 3D technology to deliver a head-turning display like no other, designed to stop Londoners and tourists alike in their tracks.
The campaign, which promotes Sky’s Essential TV package, brilliantly blends entertainment and technology to create an unforgettable spectacle, featuring content from Sky, Discovery+ and Netflix.
From Sketch to Spectacle
What started out as a series of simple sketches in the hands of Sky’s in-house agency, Sky Creative, has transformed into a jaw-dropping reality. The campaign took several months to produce – but the result is pure cinematic magic.
Speaking about the creative journey, Sky’s Creative Director shared the excitement the team felt when they got the green light for Piccadilly Circus. They stated that they knew they had to create something that would really turn heads. Their shark is definitely a fun nod to those great movie moments – like the Jaws 19 hologram from Back to the Future Part II.
Watching these ideas leap from sketches into spectacular reality has been so much fun, but nothing beats seeing people’s reactions – stopping, pointing, and pulling out their phones. That’s when you know you’ve created something special.
3D Moments That Demand Attention
The centrepiece of the display features a dramatic Great White shark leaping from the ocean depths – a playful homage to Back to the Future Part II – while The Jackal, from Sky’s own TV show, rappels down the side of a building. All this, while a rifle scope locks onto its target nearby.
It’s a fast-paced, thrilling creative that embodies Sky’s promise of delivering edge-of-your-seat entertainment.
The execution was supported by Ocean Outdoor, the team behind the management of the legendary Piccadilly Lights. Their expertise in 3D production helped bring the campaign to life in remarkable style.
Ocean Outdoor’s Marketing Director explained that to celebrate the launch of Sky’s Essential TV package – and the incredible content available – they wanted to help Sky make a bold statement. Piccadilly Circus is the perfect stage for that.
Why Bold Creativity Matters in Advertising
In a world where consumers are bombarded with content at every turn, advertising has never had to work harder to cut through the noise.
The most memorable campaigns are often those that aren’t afraid to go big, be different, or challenge convention. Bold creativity not only grabs attention – it sparks conversations, earns social shares, and ultimately creates lasting impressions.
Sky’s latest campaign is a perfect example of this. By harnessing storytelling, nostalgia, and innovative technology, Sky has created an experience people want to engage with – not just watch.
A Statement Piece That Reflects Sky’s Brand Promise
This spectacular display at Piccadilly Circus isn’t just about promoting a TV package – it’s about demonstrating Sky’s brand promise: to entertain, to wow, and to create unforgettable moments.
As the Creative Director summed up best, when you see people stop in their tracks, point upwards, and reach for their phones – that’s when you know you’ve captured something special.
Sky’s cinematic splash in the heart of London is more than just an ad – it’s a reminder of what’s possible when creativity, technology, and bold ambition come together in perfect harmony.
