Paramount Pictures transformed London’s world-famous Piccadilly Lights into stone over the weekend to celebrate the release of Ridley Scott’s highly anticipated blockbuster, Gladiator II.

The Piccadilly lights froze into an epic stone patchwork featuring placements for Gladiator II, Samsung, Trainline, TK Maxx, LEGO and Trainline. The five brands united to reimagine their advertisements through the lens of Roman AD 211, using “hand carved” stone bas relief, a prevalent art form of the time.

This monumental project is the result of a collaboration led by media agency Wavemaker and Paramount Pictures, with support from DOOH.com, Ocean Outdoor, Mindshare, Publicis One, OLA and Cheil. 

The creative even saw TK Maxx playfully rebranded as “Maxximus,” celebrating heroic prices , whilst LEGO demonstrated that Rome can indeed be built in a day, inviting adults to play with its Icons sets. 

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The film, starring Paul Mescal, will be released in UK cinemas on 15 November and will act as a sequel to the iconic 2000 blockbuster set in Ancient Rome that took the home the Best Picture prize at that year’s Oscars.

“This year’s most spectacular movie deserves a campaign equal in stature,” said John Fletcher, Paramount Pictures UK MD, “Piccadilly Lights is truly iconic and we’re delighted to have been able to collaborate with so many brands and agencies on this ambitious project.”

Becky Power, DOOH.com creative director, added, “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.”