TV adStatic Hero adx2 localised OOH adsBiggest ever football campaign under Welcome to the Show platformNational-scale storytelling combined with localised creative to every Premier League clubAmbitious Piccadilly Circus takeover enabled by AI-assisted creative developmentSky Creative has unveiled its biggest ever football campaign under the platform Welcome to the Show, designed to unite every major domestic football competition broadcast on Sky Sports. The latest campaign under Sky Sports’ iconic platform Welcome to the Show celebrates a landmark football season featuring more than 1,500 live matches across the Premier League, Women’s Super League, EFL and Scottish Premiership. The campaign launches across TV, cinema, BVOD, social, digital and out-of-home, anchored by a landmark 3D takeover of London’s iconic Piccadilly Circus Lights. As part of the creative development process, Sky Creative used AI-assisted concepting and visualisation to rapidly visualise and prototype concepts for the Piccadilly Circus activation. The Piccadilly Circus installation features a robotic arm spray-painting a white football with the Premier League, EFL, SPFL and WSL logos.