In the early 20th Century the Oxo Tower was constructed to circumvent advertising laws, 100 years later it was taken over by Sony, following in that same tradition. Last week IA London were on hand to capture a unique moment that changed the London Skyline in an instant and garnered 14.3 million impressions on Twitter within 24hrs.

As part of the global launch for the PS4 the historical Oxo Tower’s iconic facade was replaced by Playstation’s instantly recognisable symbols in an audacious marketing stunt, pulled off in style by the experiential gurus at Curb Media. The four symbols - a circle, a cross, a square and triangle were made up of handcrafted neon lights in the trademark colours, all hoisted into place by a team of the UK’s best vertical access teams.

IA London were there at every step of the way, documenting every aspect of the construction & launch. Through use of attention-grabbing time-lapse, super slow motion capture and intimate macro photography, our team captured the true magic in the skill & craftsmanship required to create such an iconic event. Helmet-mounted GoPros worn by the abseiling team added a dramatic detail to the story and further underlined the jeopardy involved in such an audacious project.

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…