LONDON, UNITED KINGDOM – Mobile gaming company Papaya is redefining the its iconic Swing ad. Originally an exhilarating in-camera stunt featuring two fearless adventurers soaring high above the streets of New York, the campaign now takes a leap onto London’s Piccadilly Lights with a DeepScreen 3D adaptation. The result? A larger-than-life, immersive spectacle that transforms the everyday into a pulse-quickening experience.
Brought to life by creative agency You’re the Goods and directed by the Nicolai Fuglsig, Swing positions Papaya as the ultimate champion of play. Using Ocean Outdoor’s cutting-edge DeepScreen 3D technology—an innovation built on anamorphic perspective principles. The campaign bends reality, creating an illusion of depth and movement that captivates audiences on an entirely new level.
Rather than being created with CGI or AI, the spectacular stunt was captured in-camera, to help the audience share the action’s visceral thrill. The actors swung from a 165-foot-high crane with the help of the stunt team from Dune, Mission Impossible and the James Bond series.
Premiering in December, Swing is the launchpad for Papaya’s bold Play On campaign, rallying adults to rediscover the joy of play across the UK, the US, and beyond.
Dom Goldman, Chief Creative Officer & Founder at You’re the Goods, said: “Witnessing as our heroes swing down the canyon of a city street in New York and into the most iconic site of London, has been captivating and memorable for the audience and reinforces the ambition of Papaya as champions of play.”
Uri Pearl Stein Head of Marketing at Papaya, said: “With this campaign, we’re thrilled to push the boundaries of creativity and technology. By taking our ‘Swing’ ad from the streets of New York to the iconic Piccadilly Lights in London, we’re inviting people to experience the joy of play in a whole new dimension—literally. We hope this immersive, larger-than-life experience encourages everyone to embrace the fun and freedom that play brings”
David Tait, Ocean Group creative director, said: ”This campaign is a fantastic example of how DeepScreen can be used with existing footage. Working closely with the agency and client, we identified key moments in the full advert that would lend themselves to 3D. We then carefully extracted and reworked elements to appear in front of the frame, creating a full 3D illusion.”
