Havas Media UK and Beats by Dre took over the London skyline ahead of Anthony Joshua's history-making title fight against Joseph Parker on Saturday - with a projection mapping content and lighting show on the London Eye and County Hall.
The live activation, in partnership with Ad City and Projection Artworks, previewed the Beats ambassador and World Heavyweight Champion's historic unification of the WBA, IBF and WBO belts - the latter of which he claimed on Saturday against Parker in Cardiff.
While Projection Artworks have projected on County Hall before, this was the first time its technology team have wirelessly integrated the lighting on County Hall, the London Eye and a projection show - and this time, sound too. The show took place on Friday and Saturday from 8pm onwards, with new celebratory content featured once Joshua had been confirmed winner of the fight.
The live show took advantage of the brightest projectors on the market: eight Panasonic PT-RZ31k laser projectors offering 31,000 lumens.
The activation is the latest installment in Beats' ongoing ‘Above the Noise’ campaign.