BrIEf

Having done multiple projects for The O2 arena in the past, Toby was approached by GPJ Studios to develop a OOH and DOOH campaign that showcased all of the available activities withing the arena, not just the headline music venue, and roof walk experience, but also the cinema complex, restaurants, bars and the shopping arcades that make up the The O2 Arena.

There was also a desire that this campaign could be subtly updated to promote specific events or for seasonal variations. The first of which was a version promoting Mamma Mia, the Abba musical.

To realise this brief Toby created a mini diorama, populated with objects representing the wide variety of offerings within the iconic domed roof. All the objects are coloured with the The O2 Arena brand identity, and the objects and copy could be updated when necessary to add variety to the campaign and highlight special events.

Studio
GPJ Studios & HyperSlice Design

Client
The O2

Delivery
Billboard & DOOH

My Role
Design Director & CG Artist