WORLD OF WARCRAFT®: MIDNIGHT PICCADILLY LIGHTS

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

THE CHALLENGE

Blizzard Entertainment wanted to launch World of Warcraft: Midnight with a statement-worthy moment. The brief was to use the iconic Piccadilly Lights screen to create an immersive experience that captured the scale, atmosphere and anticipation surrounding the upcoming expansion.

THE CHALLENGE

THE SOLUTION

Bring Azeroth to London.

Rather than treating the screen as a traditional advertising placement, we used the deep-screen format to make the world of Midnight feel as though it was breaking through into London itself.

Alongside the hero animation, we created a series of supporting patchwork edits that extended the narrative across the full canvas, amplifying the sense of scale and disruption.

Through layered animation, perspective mapping and careful motion design, the installation transformed Piccadilly Lights into a portal to Azeroth.

THE SOLUTION

Bring Azeroth to London.

Rather than treating the screen as a traditional advertising placement, we used the deep-screen format to make the world of Midnight feel as though it was breaking through into London itself.

Alongside the hero animation, we created a series of supporting patchwork edits that extended the narrative across the full canvas, amplifying the sense of scale and disruption.

Through layered animation, perspective mapping and careful motion design, the installation transformed Piccadilly Lights into a portal to Azeroth.

THE IMPACT

A bold and immersive takeover that transformed Piccadilly Lights into a portal to Azeroth.
A standout launch moment for World of Warcraft: Midnight and a milestone project in Llama’s journey.

THE IMPACT

A bold and immersive takeover that transformed Piccadilly Lights into a portal to Azeroth.
A standout launch moment for World of Warcraft: Midnight and a milestone project in Llama’s journey.

“

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 campaign extended beyond London.

For the French launch, we developed a series of subtle motion assets that transformed static key art into atmospheric, cinematic executions designed to reward a second glance.

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

Inspired by a striking World of Warcraft mural in Hackney, we developed a videography concept that combined street-level detail with sweeping aerial perspectives, celebrating the artwork at scale and amplifying its impact within the urban landscape.

SUBTLE ANIMATION & POST PRODUCTION

While the Piccadilly Lights takeover delivered scale and spectacle, the campaign extended beyond London.

For the French launch, we developed a series of subtle motion assets that transformed static key art into atmospheric, cinematic executions designed to reward a second glance.

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