Disney created a viral multi-media launch moment with daring rooftop stunt featuring Jared Leto, and exclusive screening inside The Venue.  

the cHALLENGE

Disney aimed to create a one-of-a kind launch moment for the release of Tron: Ares. The takeover needed to push boundaries, capturing everything from a red carpet moment to a shocking twist that went viral, and a fan-exclusive reveal.

the Solution

After the sun went down, Piccadilly Lights transformed into a cinematic spectacle. Marking the first rooftop red carpet, director Joachim Rønning was joined by cast members Evan Peters and Gillian Anderson. Standing above the London landmark, Jared Leto scaled the edge of Piccadilly Lights in a moment that was filmed and shared onto social media by the crowd below. The stunt was also live streamed in real time onto Piccadilly Lights.

Using Ocean Labs DeepScreen® technology, brands Coca-Cola, Samsung, Ducati, IMAX and Disney reimagined their ads in TRON aesthetic. Delivering a multi-brand takeover that lit up the West End.

The takeover then extended into The Venue for a sneak peek screening event where fans could immerse themselves into a world of Tron. Visitors entered through an LED-lit corridor of before stepping inside for a one-of-a-kind photo opportunity with the iconic Lightcycle.

the OUTCOME

• 76 media mentions* 
• 430m estimated media reach* 
• 4m estimated media value*

• 7.2m social media impressions** Over a 1 week period 
  
  

*Meltwater 2025

**Pulsar 2025