JD Sports - Piccadilly Takeover

Described as 'The Christmas Claw', JD Sports' nostalgic arcade DOOH offering reaches out into Londoners directly from The Piccadilly Lights. The 3D mechanical arm, designed and executed in Cinema 4D by our 3D animation team, was crafted in line with Ocean Outdoor's DeepScreen technology. 

The claw extends the full length of the screen, before reaching down and picking up two alternate JD shoes, which seemingly swing out into Piccadilly, thanks to forced perspective. With this new collaboration with the talented Ocean Outdoor team, London's big screens have never been busier and more engaging. If only winning at the arcades were that easy!


Client - JD Sport

OOH Agency - Ocean Outdoor

Head of Design & Studio - David Tait

Senior Project Manager - Melanie Blood

Project Manager - Bruno Jardim

Animation - Blind Pig

Creative Leads - Sean Cooper, Kingsley Harris

Animation - Kingsley Harris, Sean Cooper, Lawrence Scanlon, Hugh Loughrey

Creative Director - Ric Comline

Executive Producer - Thierry Levy

Producer - Roberta Fox