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Paramount Pictures turned London’s Piccadilly Lights to stone in a colossal collaboration to mark the release of Ridley Scott’s blockbuster, Gladiator II in UK cinemas from November 15.

Throughout the day Piccadilly Lights “friezed” into a stone patchwork featuring Gladiator II, Samsung, Trainline, TK Maxx and the LEGO® Group. The five united to reimagine their adverts through the lens of Roman AD 211, using “hand carved” stone bas relief, a prevalent art form of the time.

The work was a collaboration led by Wavemaker and Paramount Pictures with DOOH(dot)com, Ocean Outdoor, Mindshare, Publicis One, Our LEGO Agency and Cheil.

To create their monumental Romanised centrepiece Paramount Pictures transformed the screen into stone bas relief with Gladiator II stars Paul Mescal and Pedro Pascal immortalised in the arena, the movie’s release date contextualised in Roman numerals.

Samsung featured their latest Neo QLED television, the picture so sharp that it puts a Gladiator on the edge of his seat when the giant rhino from the film leaps towards him.

Trainline presented a playful take on ‘your carriage awaits’ with a train swapped for a horse and chariot. TK Maxx, or Maxximus, celebrated their epic brands at heroic prices. And the LEGO® GroupUK showed that Rome can be built in a day, inviting adults to play with their LEGO® Icons sets.

Over in Waterloo, the BFI IMAX has also been transformed into the Roman Colosseum, complete with cast flags, to create an immersive spectacle.

This playful idea inspired and united multiple agencies, brands and teams from London to LA.
Sites of stature like Piccadilly Lights and the BFI IMAX are made for collaborative theatrical experiences like this.

You have to applaud Paramount, Wavemaker and all the brand partners for pulling off one of the year's best ads.