Every Christmas campaign fights for attention, so at POD LDN, we set out to build something that didn’t just stand out, but moved with people.

Working with Global, we helped bring TUI’s holiday idea to life inside the London Underground: a long-format DOOH experience built for escalators, where the audience “travels” through the story as they move.

Holiday advertising is crowded, and most OOH gives you only a few seconds. Escalators are different: you get time + motion + a captive audience.

The goal was to create a Christmas message that felt unmistakably TUI, optimistic and travel-led while using the format in a way you couldn’t replicate on a static billboard.

The Idea

The line said it best: “A Christmas ad that takes you on a journey. Literally.”

We developed the creative as a continuous travel scrapbook, postcard-style moments and playful elf characters travelling with luggage. As commuters ride the escalator, the narrative unfolds beside them, turning the commute into a mini escape.

What we delivered

This wasn’t “adapt a film for DOOH.” We supported the project end-to-end  from creative and storyboards through 3D production and deployment-ready delivery:

• Storyboard + creative development: mapping the story beats to read smoothly across the escalator run

   

• 3D character animation: expressive, clear motion designed for real-world viewing

   

• Look development + texture prep: clean, consistent assets across large-format panels

   

• Long-format layout design: building a continuous sequence that works as the viewer moves

   

• Final outputs to spec: delivery-ready files for DOOH deployment

   

The installation launched across key London locations, including King’s Cross St. Pancras and Oxford Circus, reaching heavy footfall during the peak holiday season.

And the best sign it worked? People didn’t just pass it; they noticed, stopped, and filmed it as it played out along the escalator.

The Takeaway

When DOOH is designed for the format, not just placed into it  it becomes an experience.

For us, this project was a reminder that the best production isn’t only about polish. It’s about designing for where the audience is and how they move.

“Disruptive formats are a key aspect of our media buy, and bringing our cheeky elves to life on the London Underground is a really fun extension of our beloved holiday TV ad.”

Sara Ali
Director of Brand Marketing at TUI UK