The scheme required careful visual communication within one of the UK’s most scrutinised heritage and advertising environments. Communicating the impact of dynamic digital media within a heritage-sensitive setting required more than static visual evidence.

We supported early-stage consultation and stakeholder engagement by producing an engaging planning film combining historic footage, motion graphics, voiceover narration, on-location Piccadilly Circus footage and CGI sequences showing the proposed screens operating in context.

The film explained the historical evolution of illuminated advertising at the London Pavilion while demonstrating how the proposals would introduce contemporary digital media alongside public information and cultural programming. By presenting dynamic advertising content and public messaging in real-world context, the film helped audiences understand the intent and operation of the proposals at an early stage.

For the formal planning submission, we delivered AVRs and night-time visualisations, providing a robust visual evidence package that supported assessment of heritage impact, townscape integration and public realm visibility within a highly sensitive location.

The combined media approach enabled decision-makers to understand how the screens would function in real-world conditions rather than as a single static moment. This strengthened interpretation of visual impact and supported clearer planning justification within a complex and politically sensitive setting.