Campaign SpotlightPress Release

Samsung creates epic interactive livestream experience for DeepScreen® Alive gameplay

LONDON, UK — Samsung Gaming Hub has turned the Piccadilly Lights into an interactive 3D livestream featuring two gaming influencers going head to head in a high-octane Rocket League challenge.

Created in partnership with Cheil Worldwide, Samsung’s Gaming Hub Challenge feat. Rocket League takes digital out of home (DOOH) to a new level, using Ocean Outdoor’s DeepScreen® Alive technology for the first time to accommodate live reactions from OOH spectators within the livestream experience.

Produced by CYLNDR, the 15-minute game unfolded on London’s Piccadilly Lights as influencers @ApparentlyJxck and @Vatira5 battled it out for the title Samsung Gaming Hub Champion.


To create the Piccadilly Lights show, Ocean Labs and Ocean Studio designed a 3D animation of a Samsung Smart TV, presenting the game as if OOH spectators were watching it on their own TV sets.

The creative was underpinned by Ocean’s first ever live-rendered DeepScreen scene via Ocean Vivus, a fully integrated purpose built hardware and software system which incorporates the Unreal gaming engine, opening up unlimited scope for real time responses and 3D interactivity.

Piccadilly Circus audiences could share their reactions and support, using their mobile phones to scan a QR code to access a microsite and select an emoji reaction which instantly appeared on the big screen.

Gus Grimaldi, Head of Product for Europe at Samsung Electronics, said, “We are pushing the boundaries to create engaging customer experiences, showcasing our Gaming Hub capabilities in an incredible 3D display on London’s Piccadilly screen. We want to encourage people to enjoy and embrace gaming, whether you’re a novice or pro-level – gaming is for everyone. Our Gaming Hub provides thousands of games at your fingertips, and we’re delighted to bring this to life on such an iconic London landmark.”

Melanie Blood, Head of Project Management at Ocean Labs, said, “Live rendering in DeepScreen Alive via the Unreal engine means we can take livestreaming to a new dimension, allowing audiences to interact live with DeepScreen experiences even more than before.”

Samsung is a long term advertising partner of the Piccadilly Lights which are operated by Ocean on behalf of Landsec.


Client: Samsung
Anita Lou: Mobile Gaming Product Manager

Creative agency: Cheil
Nick Spink, Maris Silis: Creative Directors
Donna Buckingham: Head of Business
Louise Gregory: Account Director
Clara Afonso: Account Manager
Lee Tully: Project Director
John Wilde: Project Manager

Broadcast and event production: CYLNDR
Ryan O’Kane: Executive Producer

Game Partner: Epic Games
E-Sports event partner: BoomTV
Media owner: Ocean Outdoor
David Tait: Group Creative Director
Melanie Blood: Head of Project Management
Lewis Trainer: Programmer

Partner with adobo Magazine

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