Paddington The Musical

When Paddington The Musical was announced by Sonia Friedman Productions and Eliza Lumley Productions, in special arrangement with STUDIOCANAL, it introduced one of Britain’s most beloved characters to the West End stage.

With music and lyrics by Tom Fletcher, a book by Jessica Swale, direction by Luke Sheppard, and an acclaimed creative team behind the production, the challenge was to honour the character’s legacy while establishing the musical as a distinct theatrical world in its own right.

FORMAT.LDN worked closely with the teams at DMS and AKA to support the campaign rollout, helping translate the newly launched key art into a motion-led digital campaign with warmth, clarity and character.

What began as a single static image evolved into a broader suite of animated assets designed to work across a wide range of formats and environments. Motion was used not simply to extend the artwork, but to bring a sense of timing, charm and presence to the campaign across digital screens, social content and outdoor placements.

Alongside the core rollout, we developed a playful pre-launch layer through a series of fake out-of-home teaser visuals. Built around Paddington’s most recognisable accessories — the duffle coat, red hat, suitcase and “Please look after this bear” tag — these interventions across familiar London landmarks were designed to spark curiosity ahead of the official reveal.

The campaign also extended into more narrative-led content, including filmed interviews with members of the creative team, offering further context around the production and its development.

The result was a launch campaign that balanced scale with personality — combining motion, storytelling and visual consistency to build early visibility and momentum for the show.