London’s iconic OOH landmark, The IMAX, played host to British heavyweight champion, Anthony Joshua (AJ), as the face of the new Beats studio 3 wireless headphones.

The headphones brand used The IMAX’s customised lighting technology to make an impactful statement, aimed at promoting both sponsorship of AJ’s world heavyweight title fight with Carlos Takam and to promote the new headphones featuring Pure Active Noise Cancelling technology.

The 48,000 LED’s lights which Beats used to spotlight its creative and logo, created spectacular effects to inspire key audiences. It also included an installation of LED ribbons around the words “studio” and “above the noise”.

Edison technology allows a series of dynamic lighting techniques that advertisers can use to animate their creative and deliver a heightened level of engagement. Other Edison features on the IMAX include:

  • Lighting which gives the impression of fluid and constant movement
  • Clarity of colour and the elimination of shadows
  • Every colour possible (except black)
  • Spotlights – different areas of the IMAX can be lit up