At the heart of CLOSER is the concept of zooming in — exploring layers, reflections, and perspective like travelling through a hall of mirrors. Each zoom pulls viewers deeper into Peugeot’s world. A world where lions roar with electricity in a bespoke audio track created for the campaign. We collaborated with Finlay Mowat on the sound design to bring the Peugeot lion to life within the on screen advert.

The challenge was to craft a framework that seamlessly blended Peugeot’s car footage with cinematic moments from inside Showcase. This enabled us to combine the different styles of content in fresh, imaginative ways.

Animation plays a central role in the campaign. Pixel pulls expand and contract to reveal layers of content.  From Peugeot car footage to film imagery, the animation moved between dimensions while maintaining energy and cohesion.

The partnership lock-up follows the same principle. Text glides in from off-screen, settling into frame to create focus and motion, while other elements appear in sync, reinforcing the immersive zoom effect.

We partnered with Pretend Lovers to film at Showcase Cinemas. We  used drones to create a smooth, cinematic journey from the outside of the building, through corridors and foyers, and into the big screen.

The filming approach transforms a trip to the cinema into an immersive adventure. A journey that mirrors the zoom-in concept and invites audiences to explore every layer of the experience.

Alongside the on-screen campaign, static assets were created to work across multiple formats and platforms. The pixel pull design adapts fluidly, stretching to house film posters, social content, and digital banners while keeping the cinematic feel intact.

The creative challenge with the static assets was to capture a sense of dynamic movement and depth — replicating the feeling of zooming in, even within a still image. We achieved this by using the pixel pull effect to frame key content and information across the suite of static deliverables.

The overall framework ensures that the creative system is consistent and impactful  in full motion AV, social media, or static formats. It brings Peugeot’s innovation and Showcase’s cinematic passion together in a way that feels seamless, stylish, and unmistakably bold.

The campaign is still ongoing, and we’re excited to continue exploring new ways to bring Peugeot’s vehicles to life within the Showcase partnership. We look forward to collaborating with DIVE again to launch the next car campaign, building on the momentum and creativity of CLOSER.

“O Street once again delivered a quality campaign, with imagination, creativity and that sense of difference that helped make this project a huge success.”

– Gemma Cole, Director, DIVE