World Of Warcraft—Midnight
Overview
When Blizzard Entertainment prepared to launch World of Warcraft: Midnight, the goal was simple: make an animation that feels as epic in real life as it does in-game. This wasn’t just another outdoor ad — this is Piccadilly Lights, a best in class DOOH screen and one of the most recognisable icons in London. It needed to be immersive, cinematic, and impossible to ignore. With Piccadilly Lights as the backdrop, the challenge was figuring out how to make an already dazzling cityscape pause and pay attention.
Rather than simply playing content on the screen, we used its deep-screen capabilities to make the world of World of Warcraft appear to burst into the real world. The creative was crafted to look like reality itself was tearing open, turning the entire display into part of the story. With dramatic scale, layered animation, and precise perspective, the takeover transformed an iconic landmark into a portal — creating a show-stopping moment that truly made people stop and stare.
