Sky has taken over the famous advertising screens at London’s Piccadilly Circus, with an “eye-catching creative display” that showcase its range of “unmissable content”.

The execution builds exciting narratives using Sky, Discovery+ and Netflix content and goes live today (14 April).

With the aid of 3D, a Great White shark jumps from the sea (a nod to Back to the Future Part II), The Jackal (from the TV show of the same name) rappels down the side of a building, whilst a rifle scope searches for its target. The display advertises Sky’s Essential TV package.

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Sky creative director, Bradley Reiman said: “The team were so excited when we got the green light for Piccadilly Circus. We wanted to create something that would turn heads.”

“Our shark definitely nods to those fun movie moments, where creatures jump right at you, like the ‘Jaws 19’ hologram from ‘Back to the Future Part II.’ Seeing the ideas leap from sketch to spectacular reality has been so much fun.”

The creative itself took several months of work from Sky’s in-house agency, Sky Creative, but the concept began with a series of simple sketches.

Reiman added: “The most exciting part has been watching people’s reactions, seeing them stop, point, and pull out their phones to capture the moment. That’s when you know you’ve created something special.”

Ocean Outdoors, which manages the Piccadilly Lights advertising screens, supported with the production of the 3D elements of the campaign and marketing director, Rose Holden said: “To celebrate the launch of Sky’s Essential TV Package and the unmissable content available we wanted to make a bold statement.”