September 8th, 2026
Sky Sports extends its campaign celebrating the breadth of this season’s live domestic football calendar, blending its landmark Piccadilly Lights 3D DeepScreen campaign with leading creators paired with eye-catching special effects.
Produced by the partners behind Ocean Creator, a collaboration between Ocean Outdoor and Creator by Infinitum, the combination of premium OOH with bespoke creator content boosts the reach of the DOOH spectacular across both time and social channels.
The cast of creators includes popular Youtubers, presenters and sports entertainers Laura Kirk-Francis, Manny Brown, John Farnworth and Fuad Abdul-Aziz, who were chosen for their strong affiliations with the game.
Each creator is producing original content, both direct to camera and interacting with the 3D DeepScreen Piccadilly Lights showpiece. In one example. a giant football squeezes out of the confines of the screen and rolls across Piccadilly Circus, mixed reality adding a dramatic, surreal dimension.
In total, eight different pieces of football themed creator content is being produced, guaranteed to reach millions of viewers across Instagram, TikTok and YouTube shorts formats. The power of the Ocean Creator offer is delivered via this ‘ripple effect’ – from real life OOH impacts to amplification across social platforms by creators on-location.
Produced by Sky Creative and Ocean Studio, the Piccadilly Circus takeover features a robotic arm spray-painting a white football with the Premier League, EFL, SPFL and WSL logos. As each competition is added, the football grows before exploding into Sky Sports red and blue confetti, revealing the message: 1,500 live matches. Hundreds of Sky Sports microphone covers then drop from above to complete the installation, celebrating the start of an unprecedented football season.
Supporting activity includes a wider OOH campaign which is running across Ocean screens in 11 cities.
