Disney created a viral launch moment for Tron: Ares on Piccadilly Lights, with an 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 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.

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*

• 12m social media impressions** 

*Meltwater 2025

**Pulsar 2025