Singer songwriter Dua Lipa dropped her latest studio album Radical Optimism with an exclusive takeover of London’s Piccadilly Lights at midnight on Thursday (2 May).
The countdown to the album drop ran as a 40 second domination on the legendary outdoor screen in Piccadilly Circus, to celebrate her highly anticipated studio album release, the first for four years.
In the week leading up to the 3 May release, Warner Records marked the moment with a Piccadilly Lights full motion teaser of the new album featuring the cover artwork. Shot by the London fashion photographer and filmmaker Tyrone Lebon, the spot depicts the singer floating in an ocean as the silhouette of a shark approaches her.
The Grammy winning superstar also shared the image as a Story with her 88.5 million followers on Instagram.
The OOH campaign was planned by The7Stars and Kinetic.