The London Eye. One of the most iconic landmarks in the world. Everyone who visits snaps a quick pic of it, and that’s the problem. Because we want tourists to see the view from it. We want them to see the unmatched 360-degree, 135m high, panoramic view of one of the world's greatest cities – something no selfie from the South Bank can ever capture.

We needed to create FOMO in a sea of time-poor tourists. Make them feel what they were missing. We had one chance to grab their attention and put the London Eye on every visitor's must-do and must-view list.

So, we didn't just show the view. We created the closest representation of how it feels up there – just you and London. Confident, uplifting and unmistakably the London Eye.