In a groundbreaking industry first, we teamed up with Paramount Pictures to celebrate the UK release of Ridley Scott’s highly anticipated Gladiator II. We turned London’s iconic Piccadilly Lights into stone in a colossal collaboration, marking the film’s arrival with a stunning visual spectacle.

This unprecedented project brought us together with Wavemaker, Ocean Outdoor, Mindshare, GroupM OOH, Starcom, and Cheil in a unique creative partnership. Our work on this campaign started with the initial idea of the campaign, from our very own creative director, Becky Power. The famous Piccadilly Lights were transformed into a striking stone patchwork, featuring Gladiator II alongside Samsung, Trainline, TK Maxx, and LEGO. The five brands united to reimagine their adverts through the lens of Roman AD 211, using “hand-carved” stone bas relief—an art form popular in the Roman Empire.

To bring this monumental Roman-inspired piece to life, the campaign immortalised Gladiator II stars Paul Mescal and Pedro Pascal in the arena, with the movie’s release date displayed in Roman numerals. Samsung showcased its latest Neo QLED television, bringing to life a scene so sharp that even a Gladiator would be on edge as the giant rhino leaps toward him. Trainline brings the classic “your chariot awaits” phrase to life by swapping a train in their advert for a horse and chariot. TK Maxx, rebranded as TK Maxximus, celebrated epic brands at heroic prices, while LEGO UK demonstrated that Rome can indeed be built in a day, inviting adults to engage with their LEGO Icon range.

From the very start we were instrumental in securing commitment from four of the world’s biggest brands, challenging their established brand guidelines, all to promote Paramount’s new movie, which was no small task. The process was demanding—senior brand managers had to consult with top-level leadership to get approval for deviating from the usual brand standards. Given how carefully brands protect their identities, only the most senior figures had the authority to sign off on such a bold move.

The unveiling was an unforgettable experience, with Roman soldiers, gladiators, and even horses and chariots taking over key London landmarks, including Piccadilly Circus, Trafalgar Square, and the Millennium Bridge. This spectacular display not only celebrated the release of Gladiator II, but also pushed the boundaries of creativity in the world of digital out-of-home advertising, blending art, technology, and entertainment in a way that has never been seen before.

We’re proud to have been part of this epic campaign, bringing together some of the most influential names in entertainment and advertising to deliver a truly colossal experience.

Becky Power, our Creative Director at DOOH.com, says, “Iconic movies like Gladiator II don’t come along very often and we’re delighted that our work can be a part of its story. It’s been such a great experience working alongside the brands who embraced the idea of taking their ads back to 211, with the talented artists who have beautifully ‘sculpted’ Piccadilly Lights from stone, and with Paramount and Wavemaker who have been generous collaborators from beginning to end.”