WORLD OF WARCRAFT®: MIDNIGHT PICCADILLY LIGHTS

BLIZZARD^® ENTERTAINMENT
DEEP SCREEN ANIMATION, SUBTLE MOTION & POST PRODUCTION

WHAT WAS THE CHALLENGE?

When Blizzard Entertainment set out to launch World of Warcraft: Midnight, the ambition was clear: create a moment that felt as epic as the game itself. This wasn’t about standard OOH. It needed to feel immersive. Cinematic. Unmissable.

With Piccadilly Lights — one of the world’s most iconic digital canvases — as the stage, the question became: how do you make a city stop?

Piccadilly is saturated with noise, movement and light. To cut through, the creative had to do more than simply “play” on the screen. It had to interact with it.

The deep-screen placement offered a powerful opportunity — but also a technical challenge. Perspective, scale, timing and realism had to be executed flawlessly to create a genuine illusion of depth and disruption. If the effect wasn’t perfect, the magic would be lost.

WHAT WAS THE CHALLENGE?

When Blizzard Entertainment set out to launch World of Warcraft: Midnight, the ambition was clear: create a moment that felt as epic as the game itself. This wasn’t about standard OOH. It needed to feel immersive. Cinematic. Unmissable.

With Piccadilly Lights — one of the world’s most iconic digital canvases — as the stage, the question became: how do you make a city stop?

Piccadilly is saturated with noise, movement and light. To cut through, the creative had to do more than simply “play” on the screen. It had to interact with it.

The deep-screen placement offered a powerful opportunity — but also a technical challenge. Perspective, scale, timing and realism had to be executed flawlessly to create a genuine illusion of depth and disruption. If the effect wasn’t perfect, the magic would be lost.

WHAT DID WE DO?

Bring Azeroth to London.

Instead of confining the action to the screen, we used the deep-screen format to make the world of World of Warcraft: Midnight rupture through Piccadilly itself. The creative was designed to feel like a tear in reality — as if the game was breaking out into the physical world.

Alongside the hero deep-screen moment, we also created two impactful patchwork edits to accompany the placement — extending the narrative and amplifying the sense of disruption across the full canvas.

Dramatic scale, layered animation, and precise perspective mapping combined to create a moment that felt immersive. The screen didn’t just display the game — it became part of it.

The result was a visually arresting takeover that stopped passers-by in their tracks and transformed a landmark into a portal.

WHAT DID WE DO?

Bring Azeroth to London.

Instead of confining the action to the screen, we used the deep-screen format to make the world of World of Warcraft: Midnight rupture through Piccadilly itself. The creative was designed to feel like a tear in reality — as if the game was breaking out into the physical world.

Alongside the hero deep-screen moment, we also created two impactful patchwork edits to accompany the placement — extending the narrative and amplifying the sense of disruption across the full canvas.

Dramatic scale, layered animation, and precise perspective mapping combined to create a moment that felt immersive. The screen didn’t just display the game — it became part of it.

The result was a visually arresting takeover that stopped passers-by in their tracks and transformed a landmark into a portal.

THE IMPACT

The installation delivered exactly what the launch demanded: a spectacle.

A true “agency first” moment for Llama
A standout cultural moment in one of the world’s most competitive media spaces
A bold, immersive statement befitting the scale of the World of Warcraft franchise

When you combine iconic media space, brave creative ambition and meticulous execution, you don’t just launch a game — you create a moment.

World of Warcraft: Midnight didn’t simply appear at Piccadilly. It broke through it.

THE IMPACT

The installation delivered exactly what the launch demanded: a spectacle.

A true “agency first” moment for Llama
A standout cultural moment in one of the world’s most competitive media spaces
A bold, immersive statement befitting the scale of the World of Warcraft franchise

When you combine iconic media space, brave creative ambition and meticulous execution, you don’t just launch a game — you create a moment.

World of Warcraft: Midnight didn’t simply appear at Piccadilly. It broke through it.

“

AN UNFORGETTABLE LAUNCH MOMENT — BOLD, SEAMLESS, AND EXECUTED TO PERFECTION. THE TEAM ABSOLUTELY DELIVERED.

Tom Read. Consumer Marketing Senior Manager, Blizzard Entertainment

“

AN UNFORGETTABLE LAUNCH MOMENT — BOLD, SEAMLESS, AND EXECUTED TO PERFECTION. THE TEAM ABSOLUTELY DELIVERED.

Tom Read. Senior Consumer Marketing Manager, Blizzard Entertainment

“

AN UNFORGETTABLE LAUNCH MOMENT — BOLD, SEAMLESS, AND EXECUTED TO PERFECTION. THE TEAM ABSOLUTELY DELIVERED.

Tom Read.
Senior Consumer Marketing Manager, Blizzard Entertainment

SUBTLE ANIMATION & POST PRODUCTION

While the Piccadilly Lights takeover delivered scale and spectacle, the brief didn’t stop there.

For the French launch, we were tasked with creating fast-turnaround, subtle motion assets designed to intrigue rather than overwhelm. Working from a static key visual, we carefully introduced refined, atmospheric movement — transforming a still into something living and cinematic. The result was a striking, understated execution that drew passers-by in and rewarded a second glance.

And we didn’t just bring Azeroth to digital screens.

In Hackney, one of the striking World of Warcraft murals became the inspiration for our next conceptual direction. As part of the ideation phase, we developed a proposed videography approach — envisioning captures from both street level and sky, blending intimate ground detail with sweeping aerial perspectives.

The suggested edit was designed to celebrate the mural at scale, showcasing every brushstroke and amplifying its impact within the urban landscape.

SUBTLE ANIMATION & POST PRODUCTION

While the Piccadilly Lights takeover delivered scale and spectacle, the brief didn’t stop there.

For the French launch, we were tasked with creating fast-turnaround, subtle motion assets designed to intrigue rather than overwhelm. Working from a static key visual, we carefully introduced refined, atmospheric movement — transforming a still into something living and cinematic. The result was a striking, understated execution that drew passers-by in and rewarded a second glance.

And we didn’t just bring Azeroth to digital screens.

In Hackney, one of the stunning World of Warcraft murals became our next canvas. Our videography team captured the artwork from both street level and sky — blending grounded detail with sweeping aerial perspectives. The final edit celebrated the mural at scale, showcasing every brushstroke and the impact it had within the urban landscape.

From deep-screen domination to subtle motion and cinematic street capture, this launch was about creating impact at every touchpoint.

SERVICES

DOOH, ANIMATION & POST-PRODUCTION

Creative storyboard concepts.
Deep screen animation.
Subtle motion animation.
Post-production videography – land and air.
Post-production editing.

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